Consumer processing of international advertising: The roles of country of origin and consumer ethnocentrism

Journal of International Consumer Marketing

Volumn 14, Issue 1, 2001, Pages 89-109

  Moon, Byeong Joon ^a   Jain, Subhash C ^b  

^a Kyung Hee University   (South Korea)

^b UNIVERSITY OF CONNECTICUT   (United States)

Author keywords

Buying proposal; Consumer ethnocentrism; Consumer response; Country of origin perception; Creative presentation; International advertising strategy

Indexed keywords

EID: 84984993909     PISSN: 08961530     EISSN: 15287068     Source Type: Journal    
DOI: 10.1300/J046v14n01_07     Document Type: Article

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