Miocevic, Dario; Brecic, Ruzica; Zdravkovic, Srdan - In: Journal of Product & Brand Management 31 (2021) 5, pp. 718-730
Purpose: Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural identity has traditionally been studied primarily in a consumer’s country of origin, neglecting its potential...
