Understanding and Quantifying Xenocentrism in Gen Z Consumers: Development and Validation of a Xenocentrism Scale.

  • Pennano Villanueva, Carla (Investigador(a) principal)
  • Rojas-Méndez, José I. (Coinvestigador(a))
  • Rivas, Andrea (Coinvestigador(a))
  • Hudson, Urpi Torrado (Coinvestigador(a))
  • Juárez, Laura (Coinvestigador(a))

Detalles del proyecto

Descripción

This research proposal seeks to create a scale for measuring xenocentrism in Gen Z consumers, whose product preferences are notably influenced by global digital culture.
EstadoNo iniciado

Palabras clave

  • Xenocentrism
  • Consumer behavior
  • Generation Z
  • Scale development