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Keywords: Ethnic identity
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2024) 41 (3-4): 745–766.
Published: 22 May 2024
...Douglas Ewing; Mohammadali Zolfagharian; Sasawan Heingraj Purpose This study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory considers consumer behavior as driven by multiple...
Includes: Supplementary data
Journal Articles
Journal:
International Marketing Review
International Marketing Review (2019) 36 (5): 805–827.
Published: 28 December 2018
... that they may not conflict but, instead, co-exist. National identity Ethnic identity Regional identity Territorial identity 30 03 2018 31 08 2018 13 11 2018 06 12 2018 08 12 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights...
