Original paper
A model of cultural intelligence and global identity
Abstract
Purpose This paper aims to propose an original model of cultural intelligence (CQ), global identity and consumer willingness to buy foreign products. Previous research has discussed the relationships between CQ and global identity but only in the context of multi-cultural management teams. The research presented here proposes a model that is applicable to consumer marketing. Design/methodology/approach Online surveys are used to collect data...
Paper Details
Title
A model of cultural intelligence and global identity
Published Date
Aug 8, 2020
Volume
37
Issue
7
Pages
821 - 832