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Keywords: Cultural similarity
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (5): 319–332.
Published: 27 July 2012
...Jun Ma; Sijun Wang; Wei Hao Purpose This research seeks to extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment and willingness to buy foreign products. Design/methodology/approach Empirical...
