Ethnocentrism and Xenocentrism Among Indian Consumers Towards Global Technology Brands: Importance of Brand Image and Brand Attitude

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2024-04-01 DOI:10.1080/08961530.2024.2324764

Ali Kara, S. Shyam Prasad, John E. Spillan

引用次数: 0

Abstract

The purpose of this study is to investigate the role of consumer ethnocentrism and xenocentrism beliefs in influencing purchase behavior in India. Given its status as the most populous nation globa...

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印度消费者对全球科技品牌的民族中心主义和种族中心主义：品牌形象和品牌态度的重要性

本研究旨在调查印度消费者的种族中心主义和排外中心主义信念对购买行为的影响。鉴于印度是全球人口最多的国家，其消费者的种族中心主义和排外中心主义信念对其购买行为的影响作用不容忽视。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.