Exploring Cultural Intelligence, Brand Globalness, and Consumer Ethnocentrism: Unveiling Purchase Intentions in the Fast Food Industry in Jordan

Q1 Business, Management and Accounting Journal of Global Marketing Pub Date : 2024-07-24 DOI:10.1080/08911762.2024.2381222

Shehab Ahmad Khraisat, Georgiana Karadas

引用次数: 0

Abstract

This study aims to provide a comprehensive understanding of consumer purchase (CPI) intention in the fast-food industry by examining the roles of cultural intelligence (CQ), perceived brand globaln...

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探索文化智能、品牌全球化和消费者民族中心主义：揭示约旦快餐业的购买意向

本研究旨在通过考察文化智商（CQ）、感知品牌全球化（Globaln）和消费者购买意向（CPI）的作用，全面了解快餐业消费者的购买意向。

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.