Document Type

Article

Publication Date

2003

Source Publication

Journal of Consumer Marketing

Source ISSN

0736-3761

Abstract

Generation Xers in Japan continue to draw increasing attention not only because they constitute a promising segment for many products and services but also because they are expected to play a critical role in shaping their country’s political and economic relations with other countries. This paper examines their attitudes toward US products, businesses, and government. It also examines their behavioral intentions and their expectations of their government in terms of managing American business involvement in Japan. Findings and implications are presented.

Comments

Accepted version. Journal of Consumer Marketing, Vol. 20, No. 6 (2003): 526-535. DOI. © Emerald 2003. Used with permission.