Introduction / T.S. Chan -- Product-country images in Canada and in the People's Republic of China / Sadrudin A. Ahmed, Alain d'Astous -- The effects of country-of-brand and brand name on product evaluation and consideration : a cross-country comparison / John S. Hulland -- Communicating with the cohort : exploring Generation X Asia's attitudes towards advertising / Michael T. Ewing, Albert Caruana -- Segmenting China's consumer market : a hybrid approach / Geng Cui -- Culture and the fast-food marketing mix in the People's Republic of China and the USA : implications for research and marketing / Patricia M. Anderson, Xiaohong He -- Influence of Chinese cultural values on consumer behavior : a proposed model of gift-purchasing behavior in Hong Kong / Oliver H.M. Yau, T.S. Chan, K.F. Lau -- Index.
"First issued in paperback 2016." "Consumer behavior in Asia: issues and marketing practice has been co-published simultaneously as Journal of International consumer marketing, volume 11, number 1 1999."
