A Comparative Case Study of Global Marketing and Ethnocentrism ...

Chapter 3:
Research Results 44
Subjects 44
Modified CETSCALE Results 46
Evaluation Questions/Interviews 49
Consistent Response Patterns 50
CETSCALE Patterns 51
Patterns in Interview Responses: Ranking Pattern 52
Language 54
Message and Content 56
Image 57
Brand 62
Cultural Positioning 63
Data Validation 64
Results Summary 66
Chapter 4:
Results Discussion 67
Key Findings 67
Hypothesis: True or False? 71
Meanings and Implications of Other Findings 72
Message/Content 73
Brand 73
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