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Keywords: Consumer cosmopolitanism
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (2): 647–666.
Published: 22 June 2020
...C. Min Han; Xiao Wang; Hyojin Nam Purpose This study is designed to address how rising individualism in emerging Asia changes consumer values and subsequent consumer behavior toward foreign brands. For this, we investigate consumer animosity (CA) and consumer cosmopolitanism (COS) in China...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2017) 29 (2): 330–346.
Published: 10 April 2017
...C. Min Han Purpose The purpose of this paper is to investigate how consumer cosmopolitanism (COS) and consumer ethnocentrism (CET) may affect young populations in China (an emerging country) and Korea (an advanced emerging country) on their evaluations of Japanese brands. Design/methodology...
