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Erschienen in:
Managerial Decisions on International Price Adaptation: An Abstract Kapitel lesen Erstes Kapitel lesen

2018 | OriginalPaper | Buchkapitel

Don’t Dare to Blur Our Boundaries: Balancing Between Current and Past Identities

verfasst von : Justina Gineikiene, Vida Skudiene

Erschienen in: Back to the Future: Using Marketing Basics to Provide Customer Value

Verlag: Springer International Publishing

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Abstract

The study offers evidence that in historically connected markets (HCMs), consumers might harbor disidentification toward the consumption patterns of foreign countries’ consumers. Findings indicate that disidentification acts as a strong predictor of consumer behavior and outweighs ethnocentric tendencies in affecting product judgment and willingness to buy foreign products from HCMs.

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Vorheriges Kapitel Do Brands Appearing in Textbooks Influence Students? Insights from an Exploratory Study: An Abstract
Nächstes Kapitel Country of Origin and Brand Positioning for High-Involvement Health-Care Services: An Abstract
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Metadaten
Titel
Don’t Dare to Blur Our Boundaries: Balancing Between Current and Past Identities
verfasst von
Justina Gineikiene
Vida Skudiene
Copyright-Jahr
2018
Buch
Back to the Future: Using Marketing Basics to Provide Customer Value

Print ISBN: 978-3-319-66022-6

Electronic ISBN: 978-3-319-66023-3

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-3-319-66023-3_234