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
Abstract: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 Equation Modeling with AMOS, three independent variables were analyzed, country of origin (CoC), global marketing (GM), consumer ethnocentrism (CE) and growing consumer trend (GCT) as dependent variable. The findings … Show more
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