Prince, Melvin; Yaprak, Attila; Cleveland, Mark; … - In: International Marketing Review 37 (2020) 6, pp. 1013-1049
Purpose: The purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of...