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Measuring Confucian values among East Asian consumers: a four country study

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  • Lien Le Monkhouse
  • Bradley R. Barnes
  • Thi Song Hanh Pham

Abstract

This study aims to make a conceptual and empirical contribution by developing and operationalizing suitable scales to capture certain Confucian values (face saving, humility, group orientation, hierarchy and reciprocity) that can influence East Asian consumers. Based on the pertinent literature, focus group discussions with extended East Asian families and East Asian scholar interviews, we develop and validate our measures on data from over 400 respondents across four East Asian cities (Tokyo, Hanoi, Beijing and Singapore). Despite some variance, our findings signal that East Asians are highly influenced by such traditional values. Several implications are extracted and future research directions suggested.

Suggested Citation

  • Lien Le Monkhouse & Bradley R. Barnes & Thi Song Hanh Pham, 2013. "Measuring Confucian values among East Asian consumers: a four country study," Asia Pacific Business Review, Taylor & Francis Journals, vol. 19(3), pages 320-336, July.
    • Handle: RePEc:taf:apbizr:v:19:y:2013:i:3:p:320-336
    DOI: 10.1080/13602381.2012.732388
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    Cited by:

    1. Lan Nguyen & Hans De Steur, 2021. "Public Acceptability of Policy Interventions to Reduce Sugary Drink Consumption in Urban Vietnam," Sustainability, MDPI, vol. 13(23), pages 1-18, December.
    2. Naoki Ando & Daniel Z. Ding, 2014. "An integrative institutional approach to MNC performance in China," Asia Pacific Business Review, Taylor & Francis Journals, vol. 20(4), pages 541-557, October.
    3. Taeyoung Yoo, 2017. "The performance dimension in symbolic management revisited: the functional role of traditional mechanisms in large Korean firms," Asia Pacific Business Review, Taylor & Francis Journals, vol. 23(1), pages 116-134, January.
    4. Bahman Paul Ebrahimi & Sandra A. Young, 2023. "Managerial motivation in China: replication and extension of miner’s hierarchical role motivation theory," Management Review Quarterly, Springer, vol. 73(1), pages 91-112, February.
    5. Guli-Sanam Karimova & Nils Christian Hoffmann & Ludger Heidbrink & Stefan Hoffmann, 2020. "Virtue Ethics Between East and West in Consumer Research: Review, Synthesis and Directions for Future Research," Journal of Business Ethics, Springer, vol. 165(2), pages 255-275, August.

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