Dogerlioglu‐Demir, Kivilcim; Tansuhaj, Patriya - In: Asia Pacific Journal of Marketing and Logistics 23 (2011) 5, pp. 667-683
global and local brands co‐exist in many regions of the world today, this study, by examining two Asian cultures, examines … the impact of personality traits and values on individuals' intentions to purchase global versus local brands. The authors … materialism were at similar levels in both samples. Traditionalism had an important effect on intentions to purchase local brands …