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 …, cultural sensitivity determines the level of awareness, understanding, and acceptance of foreign-culture values. This study …