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Cosmopolitanism and ethnocentrism among young consumers in emerging Asia : Chinese vs Koreans towards Japanese brands
Han, C. M. - In: Asia Pacific journal of marketing and logistics 29 (2017) 2, pp. 330-346
Persistent link: https://www.econbiz.de/10011636589
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How consumer ethnocentrism (CET), ethnocentric marketing, and consumer individualism affect ethnocentric behavior in China
Han, C. M.; Guo, Chen - In: Journal of global marketing 31 (2018) 5, pp. 324-338
Persistent link: https://www.econbiz.de/10011963155
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Cosmopolitanism and ethnocentrism among young consumers in emerging Asia
Han, C. Min - In: Asia Pacific Journal of Marketing and Logistics 29 (2017) 2, pp. 330-346
Purpose The purpose of this paper is to investigate how consumer cosmopolitanism (COS) and consumer ethnocentrism (CET) may affect young populations in China (an emerging country) and Korea (an advanced emerging country) on their evaluations of Japanese brands. Design/methodology/approach The...
Persistent link: https://www.econbiz.de/10014675325