Keywords: Materialism
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Journal Articles
Management Decision (2026) 64 (2): 565–588.
Published: 18 November 2025
... affects local brand purchase likelihood (LBPL) in the context of Mexico, an emerging market. It emphasizes the mediating effects of local brand attitude (LBA) and local brand social signaling value (LBSSV) and explores how materialism and ethnocentrism moderate these relationships. Design/methodology...

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