Cometh self-image congruence: a cross-cultural study

Volume: 29, Issue: 3, Pages: 538 - 552
Published: Apr 11, 2017
Abstract
Purpose Prior research has clearly shown that ethnocentric consumers favor local brands. However, consumers also strongly favor local and global brands which reinforce their desired self-images. The purpose of this paper is to examine how self-image congruence (SIC) mediates the effect of consumer ethnocentrism (CE) on local brand preference (LBP). Design/methodology/approach This study empirically tested the proposed...
Paper Details
Title
Cometh self-image congruence: a cross-cultural study
Published Date
Apr 11, 2017
Volume
29
Issue
3
Pages
538 - 552
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