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Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands : an empirical study in China

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How global brands incorporating local cultural elements increase consumer purchase likelihood : an empirical study in China

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Cultural identity and consumer ethnocentrism impacts on preference and purchase of domestic versus import brands: An empirical study in China

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Drawing from a large sample of consumer survey in five major cities of China, this empirical study examines different underlying mechanisms of cultural identity and consumer ethnocentrism constructs. Furthermore, it investigates their different impacts on consumer preferences and buying behavior...

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"Enculturated" pleasure : a study in multicultural engagement ; how do Mexican and U.S. consumers respond to humorous advertising differently?

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How to craft humorous advertisements across diverse cultures? : multi-country insights from Brazilian, Chinese and American consumers

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