Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect
The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this study explores how culturally mixed symbolic products (CMSPs) from foreign global brands can avoid anta...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publications Ltd
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |