The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)
The tendency of customers’ preference to their local brands over the foreign ones is known as consumer ethnocentrism, and it is an important issue in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preferenc...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2019-07-01
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| Series: | Frontiers in Human Neuroscience |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fnhum.2019.00220/full |