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Consumer racism and its effects on domestic cross-ethnic product purchase: an empirical test in the United States, Canada, and France

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This study provides empirical evidence of the effects of consumer racism on domestic cross-ethnic product purchase in three countries. The model predicts that consumer racism will affect ethnic majorities' judgments of and willingness to buy products from each country's dominant ethnic minority. After a consumer racism measurement instrument is developed and validated, experiments and survey results show that varying levels of consumer racism affect consumer judgments of and willingness to buy domestic products that are perceived as being made by ethnic minorities in the three countries in which the tests took place. Moreover, the results indicate that minority-owned business performance is significantly and negatively affected in areas in which consumer racism is more prevalent. Moderators of consumer racism effects are the perceived level of interaction between consumers and the minority-owned company, a certain product-ethnicity image, and consumers' perceived importance of the outcome associated with consuming minority-owned companies' products and/or services..Printed Journal

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Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Gross domestic product GDP studies Racism Minority owned businesses Minority & ethnic groups
ISBN/ISSN	222429
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data