2024 journal article
Consumer religiosity, cosmopolitanism and ethnocentrism in Indonesia
International Journal of Retail & Distribution Management.
PurposeLittle is known about Indonesian consumers' acceptance of global brands despite their huge retail market potential. Drawing from Festinger’s (1957) cognitive dissonance theory and Schwartz’s (1992) value system, this study aims to examine the effect of Indonesian consumers' religiosity, cosmopolitanism and ethnocentrism on their preference for and purchase intention towards global brands.