Is the grass greener on the other side?
Consumer xenocentrism, the belief that the foreign is preferred over the local, is a relatively new construct in the broader country of origin literature. We extend the study of consumer xenocen- trism to Paraguay (South America), an often bypassed and un- derstudied emerging market. Through a purp...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Puerto Rico
2023-06-01
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| Series: | Fórum Empresarial |
| Subjects: | |
| Online Access: | https://revistas.upr.edu/index.php/forumempresarial/article/view/21137 |