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Keywords: consumer ethnocentrism
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2014) 15 (2): 30–46.
Published: 01 January 2014
...Yue Meng-Lewis; Des Thwaites; Kishore Gopalakrishna Pillai This study investigates Chinese consumers' responses to foreign and domestic sponsors engaged in the Beijing Olympic Games. It identifies direct causal relationships between consumer ethnocentrism, attitudes towards the sponsor and product...
