Demographic and lifestyle profiles of ethnocentric and non-ethnocentric urban Malaysian consumers
The globalization of markets presents considerable challenges and opportunities for domestic and international marketers. This has led to a renewed interest in the effects of consumer ethnocentrism on buying behaviour. The main objective of this paper is to investigate the ethnocentric tendency amon...
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Asian Journal of Business and Accounting, University of Malaya
2008
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| Online Access: | http://www.myjurnal.my/public/article-view.php?id=16415 |