Bandyopadhyay, Subir; Wongtada, Nittaya; Rice, Gillian - In: Journal of Consumer Marketing 28 (2011) 3, pp. 211-224
Purpose – Most consumers can buy products from various countries, including their own. Some prefer local products; others prefer the superior quality, price, or image of foreign products. This study aims to investigate the strength of these preferences and their effects on consumers'...