engleski

Determinants of Ethnocentric Tendencies in Purchasing Behavior in the Republic of Bosnia and Herzegovina

This paper explores the influence of several dimensions of socio-psychological concepts of patriotism, conservatism/liberalism, collectivism/individualism and cultural openness on Bosnian and Herzegovinian consumer's ethnocentrism and on their awareness on both global and domestic brands. In addition, four demographic factors (age, gender, education, and income) were used as potential antecendents of consumer's ethocentric tendencies.

consumer behavior; ethnocentrism; consumer's ethocentric tendencies

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