Consumer Ethnocentrism – Marketing Challenge for Companies: The Case of Serbia
Research Question: This paper examines consumer ethnocentrism (CE) as marketing challenge for companies. Motivation: The purpose of the paper is to examine the antecedents and consequences of CE, who high-ethnocentric consumers are and whether CE can be used in marketing. Data: Results are derived f...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Belgrade, Faculty of Organisational Sciences
2018-10-01
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| Series: | Management |
| Online Access: | http://management.fon.bg.ac.rs/index.php/mng/article/view/166 |