Ho, Foo Nin; Wong, Jared - In: Handbook of research on ethnic and intra-cultural marketing, (pp. 170-180). 2022
What researchers may often forget is that the largest ethnic group in the world is Han Chinese (Chiang et al., 2018; Parker et al., 2001); in fact, about 60% of the world's population lives in an Asian country. When marketing studies seek to make claims about "universal" consumption behavior,...