%0 Conference Paper
%1 WaFaP08
%A Falkenreck, C.
%A Wagner, R.
%B Proceedings of the 2008 AMS Cultural Perspectives in Marketing Conference
%C New Orleans
%D 2008
%K 2008 B-to-B_markets Hofstede's_scores Marketing-Interaktionen_in_verschiedenen_Kulturen brand_extension commitment_trust_theory corporate_reputation myown proceedings reputation_transfer
%P 115 - 120
%T Modeling Culture's Impact on Reputation Transfer in Direct Marketing