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

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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Bibliographic Details
Main Author: Kardison Lumban Batu
Format: Article
Language:English
Published: Research Center and Case Clearing House, Sekolah Tinggi Manajemen PPM 2017-02-01
Series:Journal of Management and Business Review
Subjects:
country of origin
global marketing
consumer ethnocentrism, growing consumer trend
Online Access:https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/57

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