Demographic and lifestyle profiles of ethnocentric and non-ethnocentric urban Malaysian consumers
The globalization of markets presents considerable challenges and opportunities for domestic and international marketers. This has led to a renewed interest in the effects of consumer ethnocentrism on buying behaviour. The main objective of this paper is to investigate the ethnocentric tendency amon...
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| Main Authors: | , , |
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| Format: | Article |
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Faculty of Business and Accountancy, University of Malaya
2008
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/25623/ https://ajba.um.edu.my/article/view/2183 |
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