The Influence of the Motivational Factor of Cultural Intelligence on the Acceptance of Foreign Brands in the Republic of Serbia
Srđan Šapić,
Jovana Filipović,
Stefan Zdravković
Abstract:Cultural intelligence represents a set of competencies and skills that enable a person to adapt in situations that are multicultural in nature. It consists of four basic factors, namely the metacognitive, cognitive, motivational and behavioural factors. The main goal of this paper is to examine the influence of the motivational factor of cultural intelligence on the decision of consumers from the Republic of Serbia to accept foreign brands. Empirical research was carried out using the survey method, the total … Show more
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