TY - JOUR
AU - Graham, John L.
AB - In this study, the authors examine how national culture affects referral behavior for industrial services such as advertising, banking, and accounting. The authors collected data using interviews with managers of small- and medium-sized companies in the United States and Japan. The results show that national culture has a strong effect on the number of referral sources consulted and that Japanese companies use more than comparable American companies do.
TI - Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan
JF - Journal of Marketing
DO - 10.1177/002224299806200406
DA - 1998-10-01
UR - https://www.deepdyve.com/lp/sage/explorations-of-national-culture-and-word-of-mouth-referral-behavior-PUPuEfVKGE
SP - 76
EP - 87
VL - 62
IS - 4
DP - DeepDyve
ER -