THE IMPACT OF DEMOGRAPHIC CHARACTERISTICS ON CONSUMER ETHNOCENTRISM AND BRAND PERCEPTION IN ROMANIA

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

The present study investigates the impact of demographic factors and consumer ethnocentrism on the perception of branded products of Romanian consumers. The study provides an empirical foundation for the theoretical insights and provides a basis for subsequent research in other emerging market economy contexts.
Original languageEnglish
JournalJournal of Consumer Marketing
ISSN0736-3761
Publication statusIn preparation - 2019

Keywords

  • Brand perception, consumer ethnocentrism, Romania, demographic factors, emerging markets.

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