A CROSS-CULTURAL STUDY OF CONSUMER ETHNOCENTRISM IN CHINA, SOUTH KOREA, AND THE UNITED STATES
This study aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country of origin (COO) dependent. Three countries with dissimilar cultural orientation and economic status -- China, South Korea, an...
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Published in | American Academy of Advertising. Conference. Proceedings (Online) p. 46 |
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Main Authors | , , |
Format | Conference Proceeding |
Language | English |
Published |
Lubbock
American Academy of Advertising
01.01.2013
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Subjects | |
Online Access | Get full text |
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