在今日全球化的社會中，穆斯林女性佩戴的頭巾等宗教象徵在服務業中常引發不同反應，這反映了全球文化整合與地方傳統之間的緊張關係。本研究探討全球-地方身份對消費者對佩戴頭巾的服務提供者態度的影響，考慮到伊斯蘭敵意的中介作用。隨著全球化影響個人身份，這項研究調查了全球意識與地方傳統的交叉如何塑造消費者對服務場合中明顯宗教象徵的看法和行為，特別是酒店業中穆斯林女性佩戴的頭巾。
透過結構化的實驗設計，本研究利用2x2因子設計來檢視來自不同背景的參與者對咖啡店場景中戴頭巾的咖啡師的態度。本研究評估了全球-地方身份和伊斯蘭敵意對消費者態度的影響。研究發現，具有全球身份的個體對戴頭巾的服務提供者持更正面的態度，與那些具有主要地方身份的個體相比。此外，伊斯蘭敵意顯著地介導了全球-地方身份與消費者態度之間的關係，凸顯了其在塑造看法中的作用。
研究結果對於社會身份理論和敵意的廣泛論述有所貢獻，展示了全球-地方身份如何影響服務情境中的消費者行為。本研究為服務業管理者提供了寶貴的見解，強調了了解消費者身份取向以培養尊重並擁抱宗教多樣性的包容性服務環境的重要性。

In today's globalized society, religious symbols like headscarves worn by Muslim women often lead to mixed reactions in service industries, reflecting the tension between global cultural integration and local traditions. This study explores the impact of global-local identity on consumer attitudes towards service providers wearing headscarves, considering the mediating role of Islam animosity. With globalization influencing individual identity, this research investigates how the intersection of global awareness and local traditions shapes consumer perceptions and behaviors towards visible religious symbols in service encounters, specifically headscarves worn by Muslim women in the hospitality industry.
Through a structured experimental design, the study utilizes a 2x2 factorial design to examine attitudes of participants from diverse backgrounds towards baristas wearing headscarves in a coffee shop scenario. Measures of global-local identity and Islam animosity were assessed to determine their influence on consumer attitudes. The findings suggest that individuals with a global identity exhibit more positive attitudes towards service providers with headscarves than those with a predominant local identity. Furthermore, Islam animosity significantly mediates the relationship between global-local identity and consumer attitudes, highlighting its role in shaping perceptions.
The results contribute to the broader discourse on social identity theory and animosity by demonstrating how global-local identity impacts consumer behavior in service contexts. This research offers insights for service industry managers on the importance of acknowledging consumer identity orientations to create inclusive environments that respect religious diversity.

Abosag, I., & F. Farah, M. (2014). The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment. European Journal of Marketing, 48(11/12), 2262–2283. https://doi.org/10.1108/EJM-12-2013-0737
Abraham, V., Mizrahi, R., & Orly, O. (2021). Exploring the antecedents and consequences of political animosity: the case of millennial female tourists traveling to India. Current Issues in Tourism, 24(2), 279–296. https://doi.org/10.1080/13683500.2020.1767043
Abu-Ras, W. M., & Suarez, Z. E. (2009). Muslim men and women’s perception of discrimination, hate crimes, and PTSD symptoms post 9/11. Traumatology, 15(3), 48–63. https://doi.org/10.1177/1534765609342281
ACLU. (2008, May 29). Discrimination against Muslim women – Fact sheet. Am. Civ. Lib. Union. https://www.aclu.org/documents/discrimination-against-muslim-women-fact-sheet
Ahmad, K., Rustam, G. A., & Dent, M. M. (2011). Brand preference in Islamic banking. Journal of Islamic Marketing, 2(1), 74–82. https://doi.org/10.1108/17590831111115259
Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261–277. https://doi.org/10.1037/h0076477
Ali, S. (2005). Why here, why now? Young Muslim women wearing hijab. In MUSLIM WORLD-HARTFORD THEN OXFORD (4th ed., Vol. 95, p. 515).
Alserhan, B. A. (2010). On Islamic branding: brands as good deeds. Journal of Islamic Marketing, 1(2), 101–106. https://doi.org/10.1108/17590831011055842
Alston, A. N. (2021, January 8). Conservative, rebellious, culture-defining: A brief history of the headscarf. https://edition.cnn.com/style/article/headscarf-brief-history/index.html
Alvarez, M. D., & Campo, S. (2014). The influence of political conflicts on country image and intention to visit: A study of Israel’s image. Tourism Management, 40, 70–78. https://doi.org/10.1016/j.tourman.2013.05.009
Anderson, C. (2002). FBI reports jump in violence against Muslims.
Arnett, J. J. (2002). The psychology of globalization. American Psychologist, 57(10), 774–783. https://doi.org/10.1037/0003-066X.57.10.774
Averill, J. R. (1983). Studies on anger and aggression: Implications for theories of emotion. American Psychologist, 38(11), 1145–1160. https://doi.org/10.1037/0003-066X.38.11.1145
Baqi-Aziz, M. A. (2001). Where Does She Think She Is?’: On being a Muslim, an American, and a nurse. AJN The American Journal of Nursing, 101(11).
Bashir, A. M. (2019). Effect of halal awareness, halal logo and attitude on foreign consumers’ purchase intention. British Food Journal, 121(9), 1998–2015. https://doi.org/10.1108/BFJ-01-2019-0011
Bennett, R., & Rundle-Thiele, S. (2002). A comparison of attitudinal loyalty measurement approaches. Journal of Brand Management, 9(3), 193–209. https://doi.org/10.1057/palgrave.bm.2540069
Brewer, M. B. (1991). The Social Self: On Being the Same and Different at the Same Time. Personality and Social Psychology Bulletin, 17(5), 475–482. https://doi.org/10.1177/0146167291175001
Çakmak, E., & Isaac, R. K. (2012). What destination marketers can learn from their visitors’ blogs: An image analysis of Bethlehem, Palestine. Journal of Destination Marketing & Management, 1(1–2), 124–133. https://doi.org/10.1016/j.jdmm.2012.09.004
Calkins, S. J. , M. (2000). Recovering Religion’s Prophetic Voice for Business Ethics. Journal of Business Ethics, 23(4), 339–352. https://doi.org/10.1023/A:1005989824688
Choi, Y., Paulraj, A., & Shin, J. (2013). Religion or Religiosity: Which Is the Culprit for Consumer Switching Behavior? International Consumer Marketing, 25(4), 262–280. https://doi.org/10.1080/08961530.2013.803901
Coşgel, M. M., & Minkler, L. (2004). Religious Identity and Consumption. Review of Social Economy, 62(3), 339–350. https://doi.org/10.1080/0034676042000253945
Council on American-Islamic Relations. (2001). American Muslims: Population statistics.
Coward, H. G. (1998). Are there religious responses to global ethical issues? In Life ethics in world religions (pp. 152–172).
De Nisco, A., Mainolfi, G., Marino, V., & Napolitano, M. R. (2016). Effect of economic animosity on consumer ethnocentrism and product-country images. A binational study on the perception of Germany during the Euro crisis. European Management Journal, 34(1), 59–68. https://doi.org/10.1016/j.emj.2015.09.003
Donlic, J. (2023). New Muslim Generations: Shaping Self-Image, Reshaping Religion: A Theoretical and Empirical Study of Inter-Religiosity with Muslim Youth in the Alps-Adriatic Region. Religions, 14(8), 993. https://doi.org/10.3390/rel14080993
Drouhot, L. G., & Nee, V. (2019). Assimilation and the Second Generation in Europe and America: Blending and Segregating Social Dynamics Between Immigrants and Natives. Annual Review of Sociology, 45(1), 177–199. https://doi.org/10.1146/annurev-soc-073117-041335
Ebstyne King, P. (2003). Religion and identity: The role of ideological, social, and spiritual context. In Applied Developmental Science (3rd ed., Vol. 7, pp. 197–204).
Elkhwesky, Z., Salem, I. E., & Barakat, M. (2019). Diversity management in hotels. Journal of Hospitality and Tourism Insights, 2(2), 166–185. https://doi.org/10.1108/JHTI-09-2018-0058
Epstein, E. M. (2002). Religion and Business – The Critical Role of Religious Traditions in Management Education. Journal of Business Ethics, 38(1/2), 91–96. https://doi.org/10.1023/A:1015712827640
Findling, M. G., Blendon, R. J., Benson, J., & Koh, H. (2022). COVID-19 Has Driven Racism And Violence Against Asian Americans: Perspectives From 12 National Polls. Health Affairs Forefront. https://www.healthaffairs.org/content/forefront/covid-19-has-driven-racism-and-violence-against-asian-americans-perspectives-12
Foner, N., & Alba, R. (2018). Being Muslim in the United States and Western Europe. In Growing Up Muslim in Europe and the United States (pp. 21–38).
Fox News. (2006, February 16). Muslim Boycotts Hurt Danish Firms. https://www.foxnews.com/story/muslim-boycotts-hurt-danish-firms
Gao, H., Mittal, V., & Zhang, Y. (2020). The Differential Effect of Local–Global Identity Among Males and Females: The Case of Price Sensitivity. Journal of Marketing Research, 57(1), 173–191. https://doi.org/10.1177/0022243719889028
Gao, H., Zhang, Y., & Mittal, V. (2017). How Does Local–Global Identity Affect Price Sensitivity? Journal of Marketing, 81(3), 62–79. https://doi.org/10.1509/jm.15.0206
Ghumman, S., & Ryan, A. M. (2013). Not welcome here: Discrimination towards women who wear the Muslim headscarf. Human Relations, 66(5), 671–698. https://doi.org/10.1177/0018726712469540
Gray, A. (2023, November 21). EU faces growing Muslim animosity over Gaza war stance - Borrell. Reuters. https://www.reuters.com/world/europe/eu-faces-growing-muslim-animosity-over-gaza-war-stance-borrell-2023-11-21/
Griffith, L. M., & Marion, J. S. (2020). Globalization (Vol. 2). Perspectives: An open introduction to cultural anthropology.
Hasan, E. (2022). Wearing the Hijab and Experiences of Discrimination in the U.S. Workplace (pp. 61–76). https://doi.org/10.1007/978-3-030-89773-4_5
Hayes, A. F. (2013). ntroduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
Helbling, M. (2014). Opposing Muslims and the Muslim Headscarf in Western Europe. European Sociological Review, 30(2), 242–257. https://doi.org/10.1093/esr/jct038
Hirschman, E. C. (1981). American Jewish Ethnicity: Its Relationship to Some Selected Aspects of Consumer Behavior. Journal of Marketing, 45(3), 102–110. https://doi.org/10.1177/002224298104500308
Howard, J. A. (2000). Social Psychology of Identities. Annual Review of Sociology, 26(1), 367–393. https://doi.org/10.1146/annurev.soc.26.1.367
Islam, M. S., & Kirillova, K. (2020). Non-verbal communication in hospitality: At the intersection of religion and gender. International Journal of Hospitality Management, 84, 102326. https://doi.org/10.1016/j.ijhm.2019.102326
ISPU. (2020). American Muslim Poll 2020: Amid Pandemic and Protest. https://www.ispu.org/wp-content/uploads/2020/09/2020-AMP-Key-Findings-for-Web.pdf?x46312
Kalliny, M., Hausman, A., Saran, A., & Ismaeil, D. (2017). The cultural and religious animosity model: evidence from the United States. Journal of Consumer Marketing, 34(2), 169–179. https://doi.org/10.1108/JCM-06-2015-1464
Kennedy, A. (2010). The history of New Zealand shop trading hours. International Journal of Retail & Distribution Management, 38(8), 625–640. https://doi.org/10.1108/09590551011057444
Khan, M., & Ecklund, K. (2017). In America, Negative Attitudes Toward Muslim Americans Post-9/11 Are Varied. In Hate Crimes (p. 56). https://doi.org/https://doi.org/10.3998/jmmh.10381607.0007.101
Kim, K., & Baker, M. A. (2019). How the Employee Looks and Looks at you: Building Customer–Employee Rapport. Journal of Hospitality & Tourism Research, 43(1), 20–40. https://doi.org/10.1177/1096348017731130
Kim, K.-S. (2018). The effects of interpersonal attraction on service justice. Journal of Services Marketing, 32(6), 728–738. https://doi.org/10.1108/JSM-06-2017-0200
Kira, I. A., Lewandowski, L., Templin, T., Ramaswamy, V., Ozkan, B., & Mohanesh, J. (2010). The Effects of Perceived Discrimination and Backlash on Iraqi Refugees’ Mental and Physical Health. Journal of Muslim Mental Health, 5(1), 59–81. https://doi.org/10.1080/15564901003622110
Koopmans, R. (2015). Religious Fundamentalism and Hostility against Out-groups: A Comparison of Muslims and Christians in Western Europe. Journal of Ethnic and Migration Studies, 41(1), 33–57. https://doi.org/10.1080/1369183X.2014.935307
Kornienko, O., & Rivas‐Drake, D. (2022). Adolescent intergroup connections and their developmental benefits: Exploring contributions from social network analysis. Social Development, 31(1), 9–26. https://doi.org/10.1111/sode.12572
Lam, T., & Hsu, C. H. C. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589–599. https://doi.org/10.1016/j.tourman.2005.02.003
Lee, H. E. (2015). Does a server’s attentiveness matter? Understanding intercultural service encounters in restaurants. International Journal of Hospitality Management, 50, 134–144. https://doi.org/10.1016/j.ijhm.2015.08.003
Leon, R. D. (2019). Hotel’s online reviews and ratings: a cross-cultural approach. International Journal of Contemporary Hospitality Management, 31(5), 2054–2073. https://doi.org/10.1108/IJCHM-05-2018-0413
Li, Y., Zhang, C., & Fang, S. (2022). Can beauty save service failures? The role of recovery employees’ physical attractiveness in the tourism industry. Journal of Business Research, 141, 100–110. https://doi.org/10.1016/j.jbusres.2021.11.051
Li, Y., Zhang, C., & Laroche, M. (2019). Is beauty a premium? A study of the physical attractiveness effect in service encounters. Journal of Retailing and Consumer Services, 50, 215–225. https://doi.org/10.1016/j.jretconser.2019.04.016
Lin, Y.-C., & Wang, K.-Y. (2016). Local or Global Image? The Role of Consumers’ Local–Global Identity in Code-Switched Ad Effectiveness Among Monolinguals. Journal of Advertising, 45(4), 482–497. https://doi.org/10.1080/00913367.2016.1252286
Lipka, M. (2015, April 14). Muslims Expected to Surpass Jews as Second-largest U.S. Religious Group. Pew Research Center. https://www.pewresearch.org/short-reads/2015/04/14/muslims-expected-to-surpass-jews-as-second-largest-u-s-religious-group/
Luo, A., & Mattila, A. S. (2020). Discrete emotional responses and face-to-face complaining: The joint effect of service failure type and culture. International Journal of Hospitality Management, 90, 102613. https://doi.org/10.1016/j.ijhm.2020.102613
Ma, J., Hong, J., Yoo, B., & Yang, J. (2021). The effect of religious commitment and global identity on purchase intention of luxury fashion products: A cross-cultural study. Journal of Business Research, 137, 244–254. https://doi.org/10.1016/j.jbusres.2021.08.040
Maher, A. A., & Mady, S. (2010). Animosity, subjective norms, and anticipated emotions during an international crisis. International Marketing Review, 27(6), 630–651. https://doi.org/10.1108/02651331011088263
Malik, A. Z., & Paswan, A. (2023). Linguistic racism in inter-culture service encounter. Journal of Consumer Marketing, 40(5), 585–596. https://doi.org/10.1108/JCM-03-2021-4545
Martinovic, B., & Verkuyten, M. (2016). Inter-religious feelings of Sunni and Alevi Muslim minorities: The role of religious commitment and host national identification. International Journal of Intercultural Relations, 52, 1–12. https://doi.org/10.1016/j.ijintrel.2016.02.005
Merino, S. M. (2010). Religious Diversity in a “Christian Nation”: The Effects of Theological Exclusivity and Interreligious Contact on the Acceptance of Religious Diversity. Journal for the Scientific Study of Religion, 49(2), 231–246. https://doi.org/10.1111/j.1468-5906.2010.01506.x
Minton, E. A., Johnson, K. A., & Liu, R. L. (2019). Religiosity and special food consumption: The explanatory effects of moral priorities. Journal of Business Research, 95, 442–454. https://doi.org/10.1016/j.jbusres.2018.07.041
Mohamed, B. (2018, January 3). New estimates show U.S. Muslim population continues to grow. Pewresearch.Org. https://www.pewresearch.org/fact-tank/2018/01/03/new-estimates-show-u-s-muslim-population-continues-to-grow
Mortimer, G., Fazal-e-Hasan, S. M., Grimmer, M., & Grimmer, L. (2020). Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions. Journal of Retailing and Consumer Services, 55, 102115. https://doi.org/10.1016/j.jretconser.2020.102115
Muhamad, N., & Mizerski, D. (2013). The Effects of Following Islam in Decisions about Taboo Products. Psychology & Marketing, 30(4), 357–371. https://doi.org/10.1002/mar.20611
Narayan, U. (2018). Minds of their own: Choices, autonomy, cultural practices, and other women. In In A mind of one’s own (pp. 418–432).
Neumaier, A. (2020). The big friendly counter-space? Interreligious encounter within social media. Religion, 50(3), 392–413. https://doi.org/10.1080/0048721X.2020.1754605
Ng, S., & Basu, S. (2019). Global Identity and Preference for Environmentally Friendly Products: The Role of Personal Responsibility. Journal of Cross-Cultural Psychology, 50(8), 919–936. https://doi.org/10.1177/0022022119873432
Ng, S., & Batra, R. (2017). Regulatory goals in a globalized world. Journal of Consumer Psychology, 27(2), 270–277. https://doi.org/10.1016/j.jcps.2016.08.003
Ng, S., Faraji-Rad, A., & Batra, R. (2021). Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global–Local Citizenship Identity. Journal of Marketing Research, 58(2), 400–415. https://doi.org/10.1177/0022243720972956
Nie, X., Yang, Z., Zhang, Y., & Janakiraman, N. (2022). How Does Global–Local Identity Affect Consumer Preference for Access-Based Consumption? Investigating the Mediating Role of Consumption Openness. Journal of Marketing Research, 59(3), 555–577. https://doi.org/10.1177/00222437211055130
Oyserman, D. (2009). Identity‐based motivation and consumer behavior. Journal of Consumer Psychology, 19(3), 276–279. https://doi.org/10.1016/j.jcps.2009.06.001
Pace, S. (2013). Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self. Journal of Business Ethics, 112(1), 25–46. https://doi.org/10.1007/s10551-012-1228-3
Pajarianto, H. (2022). Interreligious relation: Position of women in strengthening Christian and Muslim bonds. HTS Teologiese Studies / Theological Studies, 78(4). https://doi.org/10.4102/hts.v78i4.7096
Parikh, A., & Miller, C. (2019). Holy Cow! Beef Ban, Political Technologies, and Brahmanical Supremacy in Modi’s India. ACME: An International Journal for Critical Geographies, 18(4), 835–874.
Pew Research Center. (2017, July 26). Demographic portrait of Muslim Americans. https://www.pewresearch.org/religion/2017/07/26/demographic-portrait-of-muslim-americans/#muslims-in-the-us
Pew Research Center. (2023). Religious Composition by Country, 2010-2050. https://www.pewresearch.org/religion/interactives/religious-composition-by-country-2010-2050/
Priester, J. R., Nayakankuppam, D., Fleming, M. A., & Godek, J. (2004). The A 2 SC 2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice. Journal of Consumer Research, 30(4), 574–587. https://doi.org/10.1086/380290
Qiu, R. (2013). Editorial—We Must Rethink Service Encounters. Service Science, 5(1), 1–3. https://doi.org/10.1287/serv.2013.0042
Ramasamy, B., Yeung, M. C. H., & Au, A. K. M. (2010). Consumer Support for Corporate Social Responsibility (CSR): The Role of Religion and Values. Journal of Business Ethics, 91(S1), 61–72. https://doi.org/10.1007/s10551-010-0568-0
Reese, G., Rosenmann, A., & Cameron, J. E. (2019). The Interplay Between Social Identities and Globalization. In The Psychology of Globalization (pp. 71–99). Elsevier. https://doi.org/10.1016/B978-0-12-812109-2.00004-5
Rippy, A. E., & Newman, E. (2006). Perceived Religious Discrimination and its Relationship to Anxiety and Paranoia Among Muslim Americans. Journal of Muslim Mental Health, 1(1), 5–20. https://doi.org/10.1080/15564900600654351
Rizal, H., Jeng, D. J.-F., & Chang, H. H. (2016). The role of ethnicity in domestic intercultural service encounters. Service Business, 10(2), 263–282. https://doi.org/10.1007/s11628-015-0267-0
Rokeach, M. (1969). Part I. Value Systems in Religion. Review of Religious Research, 11(1), 3–23. https://doi.org/10.2307/3510550
Saroglou, V., & Galand, P. (2004). Identities, values, and religion: A study among Muslim, other immigrant, and native Belgian young adults after the 9/11 attacks. In Identity (2nd ed., Vol. 4, pp. 97–132). https://doi.org/https://doi.org/10.1207/s1532706xid0402_1
Schmidt, T. M. (1999). Religious pluralism and democratic society: Political liberalism and the reasonableness of religious beliefs. In Philosophy & social criticism (4th ed., Vol. 25, pp. 43–56). https://doi.org/https://doi.org/10.1177/019145379902500403
Schneider, H., Krieger, J., & Bayraktar, A. (2011). The Impact of Intrinsic Religiosity on Consumers’ Ethical Beliefs: Does It Depend on the Type of Religion? A Comparison of Christian and Moslem Consumers in Germany and Turkey. Journal of Business Ethics, 102(2), 319–332. https://doi.org/10.1007/s10551-011-0816-y
Seul, J. R. (1999). `Ours is the Way of God’: Religion, Identity, And Intergroup Conflict. Journal of Peace Research, 36(5), 553–569. https://doi.org/10.1177/0022343399036005004
Shatnawi, H. S. (2019). Effect of a waitresses’s head scarf (Hijab) on tipping behavior in restaurants. African Journal of Hospitality, Tourism and Leisure, 8, 1–11. https://www.ajhtl.com/uploads/7/1/6/3/7163688/article_55_vol_8_4__2019_jordan.pdf
Sheen, M., Aman Key Yekani, H., & Jordan, T. R. (2018). Investigating the effect of wearing the hijab: Perception of facial attractiveness by Emirati Muslim women living in their native Muslim country. PLOS ONE, 13(10), e0199537. https://doi.org/10.1371/journal.pone.0199537
Sniderman, P. M., & Hagendoorn, L. (2009). When Ways of Life Collide. Princeton University Press. https://doi.org/10.1515/9781400829583
Soliz, J., & Colaner, C. W. (2015). Familial solidarity and religious identity. In The Sage handbook of family communication (pp. 401–417). Sage.
Sonmez, D., Ali, F., Wildes, V., & Cobanoglu, C. (2023). The Hijabi servers: Customers’ perception of employees’ physical appearance in restaurants. International Journal of Hospitality Management, 114, 103569. https://doi.org/10.1016/j.ijhm.2023.103569
Statista. (2022, September). Number of coffee shops in the United States from 2018 to 2022. https://www.statista.com/statistics/1000058/number-of-coffeehouse-stores-in-the-us/
Statista. (2023, October 13). Share of global population affiliated with major religious groups in 2022, by religion. https://www.statista.com/statistics/374704/share-of-global-population-by-religion/
Swimberghe, K., Flurry, L. A., & Parker, J. M. (2011). Consumer Religiosity: Consequences for Consumer Activism in the United States. Journal of Business Ethics, 103(3), 453–467. https://doi.org/10.1007/s10551-011-0873-2
Taber, K. S. (2018). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Research in Science Education, 48(6), 1273–1296. https://doi.org/10.1007/s11165-016-9602-2
Tu, L., Khare, A., & Zhang, Y. (2012). A short 8-item scale for measuring consumers’ local–global identity. International Journal of Research in Marketing, 29(1), 35–42. https://doi.org/10.1016/j.ijresmar.2011.07.003
Turner, J. C., & Oakes, P. J. (1986). The significance of the social identity concept for social psychology with reference to individualism, interactionism and social influence. British Journal of Social Psychology, 25(3), 237–252. https://doi.org/10.1111/j.2044-8309.1986.tb00732.x
Van Buren, H. J., Syed, J., & Mir, R. (2020). Religion as a Macro Social Force Affecting Business: Concepts, Questions, and Future Research. Business & Society, 59(5), 799–822. https://doi.org/10.1177/0007650319845097
Wang, Y.-C., & Lang, C. (2019). Service employee dress: Effects on employee-customer interactions and customer-brand relationship at full-service restaurants. Journal of Retailing and Consumer Services, 50, 1–9. https://doi.org/10.1016/j.jretconser.2019.04.011
Weichselbaumer, D. (2016). Discrimination Against Female Migrants Wearing Headscarves. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2842960
Yang, Z., Sun, S., Lalwani, A. K., & Janakiraman, N. (2019). How Does Consumers’ Local or Global Identity Influence Price–Perceived Quality Associations? The Role of Perceived Quality Variance. Journal of Marketing, 83(3), 145–162. https://doi.org/10.1177/0022242918825269
Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer Ethnocentrism, National Identity, and Consumer Cosmopolitanism as Drivers of Consumer Behavior: A Social Identity Theory Perspective. Journal of International Marketing, 23(2), 25–54. https://doi.org/10.1509/jim.14.0038
Zhang, T., Chen, J., & Grunert, K. G. (2022). Impact of consumer global–local identity on attitude towards and intention to buy local foods. Food Quality and Preference, 96, 104428. https://doi.org/10.1016/j.foodqual.2021.104428