Advances in Global Marketing by Leonidas C. Leonidou Constantine S. Katsikeas Saeed Samiee & Bilge Aykol

Author:Leonidas C. Leonidou, Constantine S. Katsikeas, Saeed Samiee & Bilge Aykol
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

6.2 Why Are Almost No Moderating Effects Significant?

Across the studies, we find almost no significant moderating effects to support our hypotheses. This may be due to two reasons (1) CFF scores do not differ significantly between Chinese and Dutch samples (MChinese = 5.40, MDutch = 5.11, F(1, 88) = 2.53, p = 0.12 for Studies 1; MChinese = 5.33, MDutch = 5.11, F(1, 144) = 2.74, p = 0.10 for Study 2). (2) price is not seen as signaling face.

6.2.1 Why CFF Scores Do not Differ Significantly Between the Two Samples?

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