The Role of Face in Chinese and East Asian Cultures - Implications for Applying Context to Marketing Research

• 영문명: The Role of Face in Chinese and East Asian Cultures
• 발행기관: 한국마케팅과학회
• 저자명: Peter W. Cardon
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Spring International Conference, 83~100쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.05.30

영문 초록

  This paper describes the important social construct of face (mianzi) in Chinese society and its impact on marketing. Most academic studies of face in marketing and management have produced ambiguous and unanticipated results, indicating that the role of face in marketing is still not understood well. Within the last few years, several innovative studies have introduced dimensions of context that have advanced theory about how face plays a role in relationship marketing and consumer behavior. Future marketing studies that involve face should address the following issues of context: the impacts of face practices on achieving marketing objectives, the ethical dimension of face, the nature of relationships involved, and the timing of face practices. Additional considerations about research design should be made about whether to use emic or etic research designs and analyzing intra cultural variation.

목차

〈Abstract〉
Introduction
Overview of Face
Traditional Approaches to Face
Innovative Studies about Face
Implications for Future Marketing Research
Summary
References