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Keywords: Multicultural consumer behaviour
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2015) 32 (7): 564–575.
Published: 09 November 2015
... consumer behaviour An executive summary for managers and executive readers can be found at the end of this issue. While globalisation, through cultural homogenisation, has deprived many products of any cues suggesting a culture of origin, it has concurrently led people to express their own...
