Josiassen, Alexander; Assaf, A. George; Karpen, Ingo O. - In: International Marketing Review 28 (2011) 6, pp. 627-646
consumer ethnocentrism on willingness to buy. The authors analyze the direct effects of selected characteristics on the … tendency for consumer ethnocentrism. Further, the moderating effects of these consumer characteristics are investigated. Design … and post hoc slope analysis. Findings – The empirical findings show that consumer tendencies for ethnocentrism are …