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  • Gamma 2016 Diversity Appreciation 0408

    Accepted author manuscript, 376 KB, PDF document

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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The role of global social bonding and consumer ethnocentrism on consumer appreciation for product diversity

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Conference contribution/Paper › peer-review

Published
Publication date21/07/2016
Host publication2016 Global Marketing Conference at Hong Kong
PublisherGlobal Alliance of Marketing & Management Associations
Pages15-21
Number of pages7
<mark>Original language</mark>English

Publication series

Name2016 Global Marketing Conference at Hong Kong
ISSN (Print)1976-8699

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