Abstract
Consumer ethnocentrism is a potential barrier to international trade. Although this concept has been investigated over many decades in the U.S. market, there is a scarce research addressing ethnocentrism in transitional economies (e.g., Russia). If consumer ethnocentrism is a major factor in the Russian marketplace, under what conditions can its negative effects be altered?
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© 2015 Academy of Marketing Science
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Puzakova, M., Kwak, H., Andras, T., Zinkhan, G.M. (2015). The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_97
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DOI: https://doi.org/10.1007/978-3-319-10864-3_97
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-10864-3
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