Applying configurational theory to build a typology of ethnocentric consumers
Purpose – Individuals showing high consumer ethnocentrism (CE) prefer domestic over foreign-made products and their preferences may contribute to barriers to international market entry. Therefore, how to identify such consumers is an important question. Shankarmahesh’s (2006) review reveals inconsis...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
MCB University Press
2016
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| Online Access: | http://hdl.handle.net/20.500.11937/51211 |
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