INTEGRATING THE IMPACT OF COUNTRY OF ORIGIN (COC) AND CONSUMER ETHNOCENTRISM (CE) ON GLOBAL MARKETING (GM) AND GROWING CONSUMER TRENDS (GCT) EVIDENCES FROM PHARMACEUTICAL INDUSTRIES IN INDONES
The current research is empirically investigated the impact of country of origin and consumer ethnocentrism on growing customer trend directly also through global marketing as mediating variable. It is also assessed the impact of global marketing on growing consumer trend. By deploying Structural Eq...
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| Format: | Article |
| Language: | English |
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Research Center and Case Clearing House, Sekolah Tinggi Manajemen PPM
2017-02-01
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| Series: | Journal of Management and Business Review |
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| Online Access: | https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/57 |