Cultural Influences on Consumer Ethnocentrism: A Multi-Country Investigation

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Cultural Influences on Consumer Ethnocentrism: A Multi-Country Investigation

Prior research shows that consumer ethnocentrism relates positively with collectivism, masculinity, and uncertainty avoidance; and negatively with long-term orientation. However, there is little evidence of the generalizability of these findings across different countries and product categories. Thi...

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Bibliographic Details
Main Author:	Sharma, Piyush
Format:	Journal Article
Published:	International Business Press 2011
Online Access:	http://hdl.handle.net/20.500.11937/3411

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