Scientific article
BETWEEN PATRIOTISM AND GLOBALISM: ETHNOCENTRIC AND MULTICULTURAL DIMENSIONS OF CONSUMER BEHAVIOR IN THE COUNTRIES OF THE REGION
In an era of intensified globalization and changing geopolitical power relations, consumer behavior increasingly reflects a complex interaction between economic, cultural, and political factors. This paper explores consumer attitudes toward domestic and foreign products in several Western Balkan countries, with a particular focus on the relationshi...
By Tanja Vujović, Ivana Aleksić