Consumer ethnocentrism: Reconceptualization and cross-cultural validation
Prior research on ‘Consumer Ethnocentrism’(CE) shows mixed results across different productcategories, over time, and in relation with otherconstructs such as animosity, open mindedness,cosmopolitanism etc. Most studies also do notestablish the unidimensionality and cross-culturalmeasurement invaria...
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| Format: | Conference Paper |
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Association for Consumer Research (ACR)
2012
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| Online Access: | http://www.acrwebsite.org/volumes/1011044/volumes/ap11/AP-10 http://hdl.handle.net/20.500.11937/22303 |