Keywords: Global identity
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Journal Articles

Consumers' cultural identity under glocalization: Vietnamese consumers' global and national identities and their cross-cultural consumption

Ho Jung Choo, Ha Kyung Lee, Jiali Xie
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2023) 35 (5): 1052–1074.
https://doi.org/10.1108/APJML-10-2021-0740
Published: 08 July 2022
... for the descriptive statistics, frequency analysis, and reliability analysis. AMOS 21.0 is employed for confirmatory factor analysis and structural equation modeling (SEM) analysis. Findings This study reveals that global identity affects Vietnamese consumers' attitudes toward Korea and their intent to consume...
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