Multiple consumer identities and the crossover effect of the EU identity in predicting domestic and foreign product preferences
Sign Up to like & getrecommendations! Published in 2019 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2018.11.026
Abstract: Abstract In an increasingly globalized society, consumers become affiliated to multiple sociocultural entities and simultaneously hold multiple different identities. The European Union (EU) represents one such entity that, particularly in today's shifting environment, is expected… read more here.
Keywords: domestic foreign; effect identity; identity predicting; identity ... See more keywords