Handbook on Cross-Cultural Marketing: Edited by Glen H. Brodowsky and Camille P. Schuster. Edward Elgar Publishing: Cheltenham, UK 2020. 304 pp. ISBN 978-1 78897 8538. List price: $171.00. Hardcover.

The findings demonstrate that marketers should be aware of other cultural differences across global markets, even if some consumer behavior is consistent across cultures. Handbook on Cross-Cultural Marketing: Edited by Glen H. Brodowsky and Camille P. Schuster. Hewett and Allman in Chapter 9, empirically consider the issue of how consumers with holistic (interdependent) versus analytic (independent) cognitive thinking styles differentially process technology related information of new products in forming brand image evaluations. [Extracted from the article]