Shergill, Gurvinder S.; Rosmala, Yuli; Parsons, Andrew G. - In: International Journal of Retail & Distribution Management 38 (2010) 8, pp. 613-624
Purpose – The purpose of this paper is to investigate young New Zealand shoppers' ethnocentricity and brand perceptions by extending the research of O'Cass and Lim. The paper does this by looking at the relationship between ethnocentrism and brand choices, and by investigating whether young...