How urban culture transcends borders

• Autores: Marlene Morris Towns
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 3, 2014, págs. 24-25
• Idioma: inglés
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• Resumen

  • The article, using the first person, discusses marketing research on college students in the U.S. and China. The creation of a survey to measure the identification of college students with the U.S. urban subculture is considered. The survey's findings that college students in China who identified with urban subculture were more likely to be willing to purchase U.S. consumer products is discussed.