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Abstract
This article aims to show the potentialities of means-end chain analysis for cross-cultural research. By means of the tandem use of nonlinear generalized canonical (OVERALS) and cluster analyses, this work attempts to uncover the major attributes→consequences→values chains for perfume purchases that may exist among four European countries (France, Italy, Germany, and Switzerland). The results, although still exploratory, lead to the identification of six potential targets, which are either pan-European or specific to some of the studied countries.
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