Mediating roles of consumer individual values on the relationship between exposure to global marketing activities and consumption behavior

• Main Authors: Akhoundi, M., Osman, S., Paim, L., Nezakati, Hossein *
• Format: Article
• Language: English
• Published: MAJCAFE 2017
• Subjects: HF Commerce
• Online Access: http://eprints.sunway.edu.my/2020/1/Mediating%20roles%20of%20consumer%20individiual%20values%20on%20the%20relationship%20between%20exposusre%20to%20global.pdf; http://eprints.sunway.edu.my/2020/; http://www.majcafe.com/2018/08/vol-20-2017-2
• Institution: Sunway University

The main goal of this study to investigate the mediating effects of consumer individual values on the relationship between exposure to global marketing activities and consumption behavior. To this end, at first the study tests the previous proposition of direct path of the effect of exposure to glob...