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Keywords: Multicultural identities
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Journal Articles
From purchase to regret: deterring counterfeit consumption through moral emotions and multicultural identity
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2025) 42 (1): 149–174.
Published: 21 January 2025
...Linda Hui Shi; Annie Peng Cui; Stacey Fitzsimmons Purpose This research examines whether conflicting multicultural identities may influence counterfeit consumption behavior by examining how monocultural and multicultural consumers process shame and guilt differently depending on their cultural...
