“…Segmentation by national cultures is one of the techniques used by the industry to respond to the needs of groups that share lifestyles (Ko, Kim, Taylor, Kim, & Kang, 2007) and a set of values, beliefs, norms and behaviour guidelines, considered basic by the inhabitants of a nation-state, which are maintained and transmitted from the national culture to individuals (Leung, Bhagat, Buchan, Erez, & Gibson, 2005), and are reflected by the academic literature in studies related to consumers according to national composition (Bhaskaran & Gligorovska, 2009). Numerous earlier studies of crossnational differences in consumer behaviour in different consumption sectors have verified that cultural differences have a strong influence on consumers, to the extent that the same product or service may be perceived differently according to the culture of origin and determine individual behaviour (Mok & Amstrong, 1998;Mattila, 1999;Weber & Villebonne, 2002;Cunningham, Young, Lee, & Ulaga, 2006;Jin, Park, & Kim, 2008;Suiden & Diagne, 2009).…”