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| Author: | Moon, B.J. Jain, S.C. |
| Title: | Consumer processing of foreign advertisements: roles of country-of-origin perceptions, consumer ethnocentrism, and country attitude |
| Journal: | International Business Review
2002 : APR, VOL. 11:2, p. 117-138 |
| Index terms: | ADVERTISING CONSUMER BEHAVIOUR CULTURE INTERNATIONAL BUSINESS |
| Language: | eng |
| Abstract: | This paper reports the findings of a study that examined the impact of consumers' three cross-national individual difference variables - country-of-origin perceptions, consumer ethnocentrism, and country attitudes - on their responses and attitudes toward foreign advertisements and advertised products. |
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