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| Author: | Puzakova, M. Kwak, H. Larsen Andras, T. |
| Title: | Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: A study from Russia |
| Journal: | International Journal of Advertising
2010 : VOL. 29:5, p. 727-764 |
| Index terms: | advertising Russia consumption transition economies global marketing INTERNATIONAL TRADE mass communication international marketing international trade |
| Language: | eng |
| Abstract: | This paper explores consumer ethnocentrism's negative influence on Russian's attitudes towards foreign products and frequency of purchase of foreign products. In addition, the study demonstrates that frequency of purchase of foreign products is moderated by consumers exposing to mass communication. The study is based on survey questionnaires which distributed to undergraduate students of a Russian university. |
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