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

Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

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.

Keywords

Consumer disidentification Consumer ethnocentrism Country of origin Buyer behavior 

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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.ISM University of Management and EconomicsVilniusLithuania

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