Global Marketing Conference 2016 Global Marketing Conference at Hong Kong , 2016 Global Marketing Conference at Hong Kong (p.15-21)

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

키워드 :
consumer ethnocentrism,diversity appreciation,global social bonding,consumer,foreign products

초록

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.