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Measurement of Consumer Ethnocentrism of Slovak Consumers
2014
International Review of Management and Marketing
unpublished
The conceptualization of consumer ethnocentrism is inferred from the general concept of ethnocentrism which assumes that ethnocentrism starts with the culture into which an individual is born. Over time, the individual will accept the values and behaviour of this particular culture as a norm. However, when the individual becomes aware of other cultures with different values and behaviours, there develops the need of belonging and identification with own culture rather than that of others. When
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