International retail branding and consumer ethnocentrism

Alexander, Nicholas and Doherty, Anne Marie and Carpenter, Jason and Moore, Marguerite (2010) International retail branding and consumer ethnocentrism. In: 6th International Conference of the Academy of Marketing Special Interest Group on Brand, Corporate Identity and Reputation, 2010-01-01.

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Abstract

This paper looks at international retail branding and consumer ethnocentrism