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Keywords: Global brand preference
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Journal Articles
International Journal of Retail & Distribution Management (2024) 52 (3): 277–294.
Published: 12 January 2024
... their ethnocentrism but not cosmopolitanism. Further, ethnocentrism decreased global brand preference without affecting purchase intention towards Korean cosmetics, whereas cosmopolitanism increased both global brand preference and purchase intention towards Korean cosmetics. Originality/value The findings show...
