A Review of Consumer Affinity Research: Recent Advances and Future Directions
Purpose - Consumer affinity may be a key factor in overcoming ethnocentric barriers and promoting a favourable attitude towards specific foreign countries and their products. However, progress in knowledge of this concept in international marketing literature has suffered from a lack of integration...
| Main Authors: | , , , |
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| Format: | info:eu-repo/semantics/article |
| Language: | English |
| Published: |
2023
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10835/14855 |