The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)

The tendency of customers’ preference to their local brands over the foreign ones is known as consumer ethnocentrism, and it is an important issue in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand preferenc...

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Detalles Bibliográficos
Autores principales: Ma, Qingguo, Abdeljelil, H’meidatt Mohamed, Hu, Linfeng
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2019
Materias:
Neuroscience
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6620706/
https://www.ncbi.nlm.nih.gov/pubmed/31333433
http://dx.doi.org/10.3389/fnhum.2019.00220

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6620706/
https://www.ncbi.nlm.nih.gov/pubmed/31333433
http://dx.doi.org/10.3389/fnhum.2019.00220

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