Assessing cross-cultural marketing theory and research: Reply to Craig and Douglas' commentary

Abstract

This article responds to the major concerns Craig and Douglas (2011) raise in their commentary essay on the content analysis of cross-cultural marketing research from Engelen and Brettel (2011). Based upon theoretical arguments and empirical findings in the extant literature, this reply argues that national borders are an appropriate major level at which to study the culture construct. This reply also shows that empirical research on consumer acculturation supports the idea that “whiteness” is present in cross-cultural marketing research.