Lee, Richard; Klobas, Jane; Tezinde, Tito; Murphy, Jamie - In: International Marketing Review 27 (2010) 4, pp. 450-465
country name against a European brand. Consumer ethnocentrism might arise identifying with the national brand or with … 611. Findings – Across age groups, ethnocentrism is stronger than value‐expressiveness in determining preference for … national brands. Moreover, ethnocentrism is stronger with the older rather than younger consumers. Consumer ethnocentrism …