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The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market

Springer Nature, (2015), 180
DOI: 10.1007/978-3-319-10864-3_97
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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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APA

Puzakova, M., Kwak, H., Andras, T. L., & Zinkhan, G. M. (2015). The Role of Mass Media and Marketing Communication in Consumer Ethnocentrism: A Study from the Russian Market. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 180). Springer Nature. https://doi.org/10.1007/978-3-319-10864-3_97

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