Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: a study from Russia
Marina Puzakova, Hyokjin Kwak and Trina Larsen Andras
In an era of increasing globalisation, comprehending consumer behaviour in the international marketplace is a central challenge for international companies. International business transactions have skyrocketed; for example, US goods and services exports increased to $1.82 billion in 2008, demonstrating a 95.8% growth over a ten-year period (Bureau of Economic Analysis 2008). Western companies are increasingly entering developing markets in the Middle East and the Asia-Pacific region (Kaynak & Kara...