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Title: How french consumers perceive the ethnic products: the case of nike hijab
Authors: Hajjar, Samer 
Ouaida, Fadila
Affiliations: Department of Business Administration 
Issue Date: 2018
Conference: International Marketing Trends Congress (January 2018 : Paris) 
This study attempts to understand the perception of French consumers toward the new Nike collection, Nike Hijab. This paper first reviews the concept of ethnic marketing in France. The consumers reactions toward Nike Hijab are examined through a netnographic study. The results show that Nike Hijab is perceived negatively by French consumers and seems to have a negative impact on Nikes image. In light of the results obtained, managerial and theoretical implications are proposed.
Type: Conference Paper
Appears in Collections:Department of Business Administration

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