Brands investigate cultural sensitivity in order to stand out from global market competition and reach more diverse customers. The research emphasized on the relationship between consumer ethnocentrism, cultural sensitivity and brand credibility toward purchase intention to domestic products....

Brands investigate cultural sensitivity in order to stand out from global market competition and reach more diverse customers. The research emphasized on the relationship between consumer ethnocentrism, cultural sensitivity and brand credibility toward purchase intention to domestic products....

In marketing, little effort has been made to systematically define trust while numerous empirical studies operationalize it and address its measures in an ad hoc manner. Thus, the construct of trust is implicitly understood to include mixed meanings and feelings. This conceptual study examines...