...Adesegun Oyedele; Monica D. Hernandez Purpose While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to develop multicultural perspective studies, and very little research has been...

... favor the products of the more advanced country. Research limitations/implications – Apart from the individual effects of country of origin and consumer ethnocentrism, the interplay between the two effects can yield important insights. There are other ways to operationalize multicultural identity...