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Keywords: Asian consumers
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Journal Articles
Individualism, collectivism, and consumer animosity in emerging Asia: evidence from Korea
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2017) 34 (4): 359–370.
Published: 12 June 2017
... et al., 2013). Consumer animosity may not be static, particularly in emerging Asia. It can change because of changing consumer values as a result of rapid economic development and globalization in the region. Growing individualism and declining collectivism in Asian consumers may affect...
