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Tightness–looseness: Implications for consumer and branding research |
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| Authors: | Carlos J. Torelli María A. Rodas |
| Affiliation: | 1. University of Illinois at Urbana‐Champaign, 308 Wohlers Hall, 1206 S. Sixth Street, Champaign, IL 61820, United States;2. University of Minnesota, Carlson School of Management, 19th Avenue South, Minneapolis, MN 55455, United States |
| Abstract: | |
| Keywords: | Culture Branding Tightness Looseness Consumer Behavior |