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Keywords: Local orientation
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (3): 305–315.
Published: 11 February 2020
... a local orientation prefer traditional foods, entertainment, clothes and furniture, whereas those with a global orientation prefer foods, entertainment, clothes and furniture that are popular around the world. This body of research examines the extent to which consumers pursue a more global consumption...
