KOREASCHOLAR

THE ROLE OF GLOBAL SOCIAL BONDING AND CONSUMER ETHNOCENTRISM ON CONSUMER APPRECIATION FOR PRODUCT DIVERSITY

Zening Song, Ahmad Daryanto, Felix Martin
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/314521
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.15-21
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research examines how consumer ethnocentrism and global social bonding affect consumer appreciation for foreign products in the home country. Our research findings show that consumer ethnocentrism lowers diversity appreciation; global social bonding enhances diversity appreciation; and global social bonding moderates the relationship between consumer ethnocentrism and diversity appreciation.

Keyword
consumer ethnocentrismdiversity appreciationglobal social bondingconsumerforeign products
Author
  • Zening Song(Beijing Foreign Studies University, China)
  • Ahmad Daryanto(Ahmad Daryanto)
  • Felix Martin(Lancaster University, UK)