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Portrait of Jose Rojas-Mendez, professor of international business and marketing, Sprott School of Business, Carleton University, Ottawa, Canada.

Using the Novel X-Scale to Gain a Robust Understanding of Xenocentristic Consumer Behaviour Worldwide

The term “Malinchista” first came into José I. Rojas-Méndez’s radar on a visit to Mexico a few years back. Mexicans…

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