Favoritism Toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations
Abstract
Five theoretical approaches can predict favoritism toward domestic and foreign brands. This article applies a contrastive perspective to examine social identity, personal identity, cultural identity, system justification, and categorical cognition theories and their attendant constructs. The authors propose a set of main-effects hypotheses as well as hypotheses related to both product and country moderation effects on attitudes toward and...
Paper Details
Title
Favoritism Toward Foreign and Domestic Brands: A Comparison of Different Theoretical Explanations
Published Date
Apr 24, 2019
Volume
27
Issue
2
Pages
38 - 55
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