Ramadania, Ramadania; Suh, Jaebeom; Rosyadi, Rosyadi; … - In: Cogent business & management 10 (2023) 2, pp. 1-15
Brands investigate cultural sensitivity in order to stand out from global market competition and reach more diverse customers. The research emphasized on the relationship between consumer ethnocentrism, cultural sensitivity and brand credibility toward purchase intention to domestic products....