Consumer Ethnocentrism and Its Influence on Impulsive Buying Behav-iour in Sri Lankan Milk Powder Market: The Moderation Effect by the Consumer Impulsiveness Traits
The dairy industry faced an unexpected and serious crisis regarding the Dicyandiamide (DCD) factor. Then an impulsive buying situation was raised and the milk powder brands were focusing on the ethnocentric appeal to rebuild their brands in the market. In buying the milk powder brand in this impulsi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Faculty of Commerce & Manangement Studies, University of Kelaniya
2019-01-01
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| Series: | Kelaniya Journal of Management |
| Online Access: | https://kjm.sljol.info/articles/abstract/10.4038/kjm.v7i2.7574/ |