Moderating effect of cultural values on decision making of gift-giving from a perspective of self-congruity theory: an empirical study from Chinese context

Author： Liu ShiXiong   Lu YanXiong   Liang QiuPing   Wei ErYue  

Publisher： Emerald Group Publishing Ltd

ISSN： 0736-3761

Source： Journal of Consumer Marketing, Vol.27, Iss.7, 2010-11, pp. : 604-614

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