Abstract
In multi-cultural environments, product endorsements addressing minority groups may not be appreciated by the majority of consumers. This renders such endorsements potentially controversial should there be animosity between the majority (in-group) and minority (out-group).
Cite
CITATION STYLE
APA
Khan, M. M., & Schlegelmilch, B. B. (2015). Tracing the Impact of Consumer Animosity in In-groups towards Out-group focused Endorsements in Multicultural Environments. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 2). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_2
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