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|Title:||How french consumers perceive the ethnic products: the case of nike hijab||Authors:||Hajjar, Samer
|Affiliations:||Department of Business Administration||Issue Date:||2018||Conference:||International Marketing Trends Congress (January 2018 : Paris)||Abstract:||
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.
|Appears in Collections:||Department of Business Administration|
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