Drawing from a large sample of consumer survey in five major cities of China, this empirical study examines different underlying mechanisms of cultural identity and consumer ethnocentrism constructs. Furthermore, it investigates their different impacts on consumer preferences and buying behavior...

This empirical study contributes to the extant literature by investigating the relations among market orientation, managerial ties and innovation simultaneously and interactively, from an Asian perspective. Our findings reveal that customer orientation and interfunctional coordination have a...