Research on consumer ethnocentrism (CE) has increased worldwide in various academic disciplines and business sectors due to the rise of globalization and cross-border trade in goods and services. There are few studies that review the literature on CE, all of which can be improved in terms of...

This book presents a comprehensive examination of Chinese consumer behaviour and challenges the previously dichotomous interpretation of the consumption of Western and non-Western brands in China. The dominant position is that Chinese consumers are driven by a desire to imitate the lifestyles of...

Chapter 1. Introduction: Foundations of consumer behavior -- Chapter 2. Consumer behavior fundamentals: Attitudes, product attributes, and expectancy value reactions -- Chapter 3. Consumers are emotional, too: the role of emotions in consumer behavior -- Chapter 4: Worldviews: Mindsets and...

1. Introduction Contemporary trends in Marketing: Problems Processes and Prospects -- 2. Learning to Navigate a Changing Marketing Landscape -- 3. Future of Marketing After Disruptions and Uncertainties: Physical, Digital, or Phygital? -- 4. The Digital Drivers of Consumer Behavior: Industry...