The Influence of the Consumer Ethnocentrism and Cultural Familiarity on Brand Preference: Evidence of Event-Related Potential (ERP)

The tendency of customers' preference to their local brands over the foreign ones is known as consumer ethnocentrism, and it is an important issue in international marketing. This study aims at identifying the behavioral and neural correlates of Consumer Ethnocentrism in the field of brand pref...

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Bibliographic Details
Published in:Frontiers in human neuroscience 2019-07, Vol.13, p.220
Main Authors: Ma, Qingguo, Abdeljelil, H’meidatt Mohamed, Hu, Linfeng
Format: Article
Language:English
Subjects:
Bias
Brand preferences
consumer ethnocentrism
Consumers
Ethnicity
Ethnocentrism
event-related potential
Event-related potentials
Familiarity
Minority & ethnic groups
N200
Nation states
neuromanagement
neuromarketing
Neuroscience
Neurosciences
Norms
preference
Race
Racism
Rule of origin
Studies
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