Impact of consumer ethnocentrism on China-Chic product consumption: a multigroup analysis of ethnic attributes
Abstract The surge in China-Chic product (CCP) consumption poses a challenge for the localized marketing strategies of global brands. CCPs are fashionable products that incorporate traditional Chinese styles and modern design. The purpose of this research is to examine the factors that influence the...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Nature
2025-01-01
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| Series: | Humanities & Social Sciences Communications |
| Online Access: | https://doi.org/10.1057/s41599-025-04435-5 |
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