The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace

International Journal of Research in Marketing

Volumn 29, Issue 1, 2012, Pages 43-54

  Strizhakova, Yuliya ^a   Coulter, Robin A ^b   Price, Linda L ^c  

^a RUTGERS UNIVERSITY   (United States)

^b UNIVERSITY OF CONNECTICUT   (United States)

^c UNIVERSITY OF ARIZONA   (United States)

Author keywords

Cultural identity; Emerging markets; Ethnocentrism; Global brands; Global citizenship; Local brands; Nationalism

Indexed keywords

EID: 84858799346     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2011.08.002     Document Type: Article

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