The role of global social bonding and consumer ethnocentrism on consumer appreciation for product diversity

Song, Zening and Daryanto, Ahmad and Martin, Felix (2016) The role of global social bonding and consumer ethnocentrism on consumer appreciation for product diversity. In: 2016 Global Marketing Conference at Hong Kong. 2016 Global Marketing Conference at Hong Kong . Global Alliance of Marketing & Management Associations, pp. 15-21.

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Abstract

This research examines how consumer ethnocentrism and global social bonding affect consumer appreciation for foreign products in the home country. Our research findings show that consumer ethnocentrism lowers diversity appreciation; global social bonding enhances diversity appreciation; and global social bonding moderates the relationship between consumer ethnocentrism and diversity appreciation

Item Type:
Contribution in Book/Report/Proceedings
ID Code:
123853
Deposited By:
Deposited On:
15 May 2019 08:15
Refereed?:
Yes
Published?:
Published
Last Modified:
02 Jun 2020 00:01