2018
DOI: 10.21315/ijaps2018.14.1.8
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Myanmar’s Cultural Dimensions: Exploring the Relationship among the Social Identity, Attitudes towards Globalisation and Preferences of Myanmar Consumers in Yangon

Abstract: Myanmar is transitioning to an open market economy, but very little is known IJAPS, Vol. 14, No. 1, 191-226, 2018 Myanmar Consumers ' Identity and Preferences 192 further insights into Myanmar culture and how to effectively communicate with Myanmar consumers.

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Cited by 5 publications
(4 citation statements)
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“…According to the results of the correlation and regression analyses, the degree of resiliency is greater when positive relationships are built with caregivers. With respect to the cultural preferences of the people of Myanmar based on Hofstede’s cultural dimensions, Myanmar people tend to value collectivism such that they are more likely to respect high-context communication characterized by a strong emphasis on trust and relationships (de Mooij & Hofstede, 2011; Rudkin & Erba, 2018). Thus, different types of social support and care from their surroundings are essential to Myanmar society.…”
Section: Studymentioning
confidence: 99%
“…According to the results of the correlation and regression analyses, the degree of resiliency is greater when positive relationships are built with caregivers. With respect to the cultural preferences of the people of Myanmar based on Hofstede’s cultural dimensions, Myanmar people tend to value collectivism such that they are more likely to respect high-context communication characterized by a strong emphasis on trust and relationships (de Mooij & Hofstede, 2011; Rudkin & Erba, 2018). Thus, different types of social support and care from their surroundings are essential to Myanmar society.…”
Section: Studymentioning
confidence: 99%
“…Dimensions of national culture (Trompenaars and Hampden-Turner, 2012;Hofstede et al, 2010), in particular, the unique cultural context of Myanmar is another component of the theoretical framework informing this study. Rudkin and Erba (2018) built on the exploratory work of Rarick and Nickerson (2008) to understand the cultural dimensions of Myanmar using Hofstede et al's (2010) cultural dimensions. They found that Myanmar generally mirrored many of its Southeast Asian peers and scored relatively high in power distance, collectivism, femininity and uncertainty avoidance (Rudkin and Erba, 2018).…”
Section: Theoretical Frameworkmentioning
confidence: 99%
“…Rudkin and Erba (2018) built on the exploratory work of Rarick and Nickerson (2008) to understand the cultural dimensions of Myanmar using Hofstede et al's (2010) cultural dimensions. They found that Myanmar generally mirrored many of its Southeast Asian peers and scored relatively high in power distance, collectivism, femininity and uncertainty avoidance (Rudkin and Erba, 2018). Other evidence shows the cultural value of cooperation over competition as evidenced by the national sport of chin-lone (Aung-Thwin, 2012).…”
Section: Theoretical Frameworkmentioning
confidence: 99%
“…However, such factors studied in Western and North American countries may differ from those in Asian countries due to cultural differences, economic and social context, and government policy and support. Myanmar is considered a collectivistic culture, unlike Western and North American countries which are believed to be individualistic culture [ 57 ]. Family members with collectivistic cultures tend to focus on interconnectedness among family members, the needs, and goals of the family as a whole.…”
Section: Introductionmentioning
confidence: 99%