Full Terms & Conditions of access and use can be found at http://www.tandfonline.com/action/journalInformation?journalCode=wjem20 Download by: [University of Regina] Date: 14 December 2016, At: 06:18 Journal of Euromarketing ISSN: 1049-6483 (Print) 1528-6967 (Online) Journal homepage: http://www.tandfonline.com/loi/wjem20 Differences in Value Orientations of Coca Cola Drinkers and House Cola Drinkers: A Cross- National Investigation Rune Bjerke & Rosemary Polegato To cite this article: Rune Bjerke & Rosemary Polegato (2006) Differences in Value Orientations of Coca Cola Drinkers and House Cola Drinkers: A Cross-National Investigation, Journal of Euromarketing, 15:4, 7-33, DOI: 10.1300/J037v15n04_02 To link to this article: http://dx.doi.org/10.1300/J037v15n04_02 Published online: 12 Oct 2008. Submit your article to this journal Article views: 29 View related articles Citing articles: 5 View citing articles