National Identity, Ethnocentrism and Consumer Ethnocentrism, and Effects of Language Choice in Advertising
Identifying with a social group can help a person to define themselves. This self-categorisation process facilitates the transition from "I" to "we", and encourages people to value their social group memberships. As a result, people are sensitive about their group interests and t...
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| Format: | Others |
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Auckland University of Technology,
2018-10-31T03:55:47Z.
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| Online Access: | Get fulltext |