Keywords: Korean lifestyle products
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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
...Ho Jung Choo; Ha Kyung Lee; Jiali Xie Purpose This study aims to investigate the influences of two facets of Vietnamese consumers' cultural identities (i.e. global and national) on their intent to consume Korean lifestyle products and services via attitudes toward Korea. The difference between...
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