Abstract
This paper attempts to give a thorough review of the research literature dealing with the ethnocentrism phenomenon. Various issues within the realm of the ethnocentric effect are discussed, and problems with the research concerning consistency of definition and measurement are identified. Included in the section on Directions for Future Research are several research propositions, and a definition for consumer ethnocentrism is submitted.
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Myers, M.B. (2015). Ethnocentrism: A Literature Overview and Directions for Future Research. In: Gomes, R. (eds) Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13147-4_51
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