Consumer Ethnocentric Tendency, Brand-Self Image Congruence and Local Brand Preference: A Cross-National Study
碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 99 === Consumer ethnocentrism has long been confirmed to directly influence local brand purchase. This thesis highlights the mediating role of consumer self-image congruence between consumer ethnocentrism and local brand preference. We employed an empirical exami...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2011
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| Online Access: | http://ndltd.ncl.edu.tw/handle/9jcpz5 |