Consumer ethnocentrism

This paper aims to identify predictors of consumer ethnocentrism in the food market. An online survey was conducted in a sample of 1000 Polish consumers, which was representative by sex, age, education level, urban–rural divide, and region. The 10-item CETSCALE was applied. In a retrograde stepwise regression model, consumer ethnocentrism in the food market was positively related to tradition and conformity Schwartz values, to the pride of being Polish, and to such product characteristics as the country of origin, distance from the producer, and natural content. It was negatively related to the universalism value and to being a student. To gain further insights into the predictors of consumer ethnocentrism in the food market for either gender, separate regressions were conducted among men and women. Three predictors affected positively and significantly consumer ethnocentrism in the food market both among men and among women, namely the tradition Schwartz value, pride of being Polish, and importance attached to distance covered by the food product from the producer to the shop, which is related to the preference for local food. Moreover, consumer ethnocentrism among men was dependent on their food choice motive–environmental friendliness, whereas consumer ethnocentrism among women was affected by the importance attached to the product’s country of origin, and it was negatively related to women’s younger age.

Consumers are now enjoying a diverse marketplace. In the advent of globalization, shoppers have access to a wider selection of goods and services from domestic and foreign brands. Global Retail Development Index cited the Philippines as the 16 th most attractive retail market in the world among developing countries, thereby attracting foreign brands that partner with local distributors in order to harness the local retail scene knowledge and domestic business networks. The purpose of this empirical study is to investigate the effects of cosmopolitanism and national identity on the intention to purchase local or foreign clothing brands. Based on the Ethnocentrism Model, consumer ethnocentrism serves as a mediating construct in the purchase intention. The model is examined using a data set of 65 respondents who are members of the Asia Pacific College community, classified into the following categories: students, alumni, administrators, and faculty and staff, ages 18 to 62. The study results show the influence of national identity and cosmopolitanism on the purchase intention of local brand; however, the constructs did not show a significant effect on the purchase intention of foreign brand. Consumer ethnocentrism has a mediating effect on national identity and purchase intention of local brand, while monthly income has a moderating effect on consumer ethnocentrism and purchase intention of local brand.

Firms around the globe spend millions of dollars on marketing programs in order to build strong brands and positively affect consumer behaviour (Rust et al., 2004). Marketing spending enables brands to retain existing customers, attract new ones as well as to increase their share of wallet (Oliver, 1999; Rust et al., 2004; Vogel et al. 2008; Ou et al., 2013; Lee et al.; 2014). Thus, marketing has a direct effect on cash-flow deriving from customers, posing them a market-based capital (Rust et al, 2000). Though, these marketing efforts are still very difficult to be linked to certain behavioural outcomes and returns (Vogel et al. 2008). To increase the monetary value of a firm’s customers, Rust et al. (2000), proposed a customer-centric model integrating brand management, value management and relationship management. The aforementioned areas of marketing practices result in customer retention as well as higher Loyalty Intentions leading to higher levels of Customer Lifetime Value (CLV) (Rust et al., 2004; Vogel et al. 2008). The basic task of marketing is to increase the brand’s perceived value, resulting on favourable consumer behaviour and thus, increased CLV (Lee et al.; 2014; Kang & Park, 2016). This is achieved through three basic strategies or drivers of enhancing customer equity referred to as Customer Equity Drivers (CEDs); brand equity (BE), value equity (VE) as well as relationship equity (RE) (Keller, 1993; Blattberg&Deighton, 1996; Rust et al., 2004).  According to the aforementioned authors, company’s marketing efforts (e.g. loyalty campaigns, promotion etc.) effect brand image, perceived quality and brand associations (i.eBE). They also stressed that marketing stimuli formulate consumer perceptions about value received for what it is given (i.e. VE) as well as the intensity and quality of customer’s relationship with the brand (i.e. RE). Thus, marketing practices lead to limited brand switching behaviour and managers should be aware of the most effective decisions in terms of Customer Equity (CE).  Our ultimate goal is to develop a theoretical model, proposing clear strategies in foreign markets case sensitive to Consumer Ethnocentrism and Confidence

Domestic country bias is a significant predictor of consumer product purchase behavior. Positive home country bias, aka consumer ethnocentrism, is a concept well-researched and well-established in marketing literature. By contrast, negative home country bias, aka consumer disidentification, remains an under-researched ‘grey zone’ in consumer behavior theory. This research provides a test of the consumer disidentification construct in the setting of a European multi-national, post-communist and post-war state, Bosnia and Herzegovina. The three major autochthonous ethnic groups inhabiting the country, the Bosniaks (aka Bosnian Muslims), Bosnian Serbs and Bosnian Croats, continue to disagree on the question of the political set-up of the state since the Bosnian War of the early nineties. As a result, the three nations differ significantly when it comes to the levels of identification with their home state in its current configuration. The conceptual framework of the study predicts that repulsion towards the home country of Bosnia and Herzegovina negatively affects the willingness to buy and actual purchase of domestic products. The model is empirically tested using survey data from a representative population sample of Bosnian Serbs living in the Bosnian-Herzegovinian entity of Republika Srpska. Regression equation modelling underpins the study findings, demonstrating that consumer disidentification affects buying decisions to a much greater extent than consumer ethnocentrism. The research results also show that - for Bosnian-Herzegovinian Serbs residing in Republika Srpska - ethnic identification is an important determinant of both national identification and national disidentification, the latter in turn being a significant predictor of consumer disidentification. The study also identifies several antecedents of ethnic and national (dis)identification as well as domestic consumer biases. The paper discusses implications of the findings for both theory and practice.

Qëllimi i këtij studim është matja e shkallës së etnocentrizmit tek konsumatoret Kosovar dhe krahasimi i kësaj shkalle me shkallën e tendencave etnocentrike tek studimet tjera të kryera nga studimet paraprake si dhe matjen e dallimit në mes faktoreve demografik për tendencat e tyre etnocentrike. Hulumtimi u krye duke përdorur petsorin në një mostër prej 150 konsumatoreve Në Kosovë. U adaptua dhe u përdor CETSCALE (Consumer Ethnocentric Tendencies Scale) për të matur qëndrimet e konsumatorit. Rezultatet tregojn se në krahasim me mesataret e vendeve tjera konsumatoret. Kosovarë kan një mesatare signifikante prej 54.77 çka është mjaft afër mesatares së përgjithshme të vendeve tjera. Tek kjo mesatare nuk u shfaq një dallim në mes grupeve demografike të përfshira në studim(mosha,gjinia,edukimi dhe niveli i të ardhurave).

░ Abstract: The globalization of Chinese products has been accompanied by questions as to their receptivity in different markets around the world. The body of academic literature on the issue of receptivity of Chinese products has grown with a focus on the consumer perception factors of country-of-origin, consumer nationalism, price sensitivity and quality of product. Prior research findings regarding receptivity, as per these perception factors, has been quite diverse but with studies about Western nations providing the most negative responses. The originality and value of this study is that this is the first academic wor k performed to assess receptivity of Chinese products by consumers in Myanmar. Applying convenience sampling, students at a national educational institution in Myanmar's principal city, Yangon, were examined by conducting a self-administered questionnaire containing both close-ended and open-ended questions. Null hypotheses were tested for consistency in the presentation of the findings due to the variability of statistical significance discovered in the literature review. The find ings indicated that frequent purchasers of Chinese products were more likely to regard the factors of country-of-origin and consumer nationalism over non-frequent purchases and that no statistically significant differences occurred regarding the perception factors of price sensitivity and product quality. The study also found mixed differentials when assessing by ethnic origins, with Myanmar consumers of Chinese ancestry indicating higher mean differences regarding the perception factors of country-of-origin and product quality over non-Chinese Myanmar. Suggestions for future research were made to provide utilitarian data that will assist practitioners along the supply chain, from manufacturers to retailers.

The study examined the influence of customer loyalty, consumer animosity and purchase intention on consumer ethnocentrism. The research was a cross-sectional survey which made use of purposive sampling technique to select 196 (males = 109; females = 87) undergraduates from two public universities in Nigeria. Standardized scales that measured customer loyalty, consumer animosity, purchase intention and consumer ethnocentrism were adapted into a questionnaire format and used for data collection after they were revalidated for cultural relevance. Three hypotheses were tested in the study. Results showed significant positive relationships among customer loyalty, consumer animosity, purchase intention and consumer ethnocentrism (p<.01). Additional result revealed significant independent and combined influence of customer loyalty, consumer animosity and purchase intention on consumer ethnocentrism. However, gender did not influence consumer ethnocentrism. It was concluded that customer loyalty, consumer animosity and purchase intention were strongly related to consumer ethnocentrism. The findings of the study were discussed alongside recommendation.

Electronic commerce has shown exponential growth over the past decade, but the impact of COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this paper aims to investigate the relationship between consumer ethnocentrism and internet purchase behavior in times of pandemics. Data was collected from 294 online purchasers, and the analysis was conducted utilizing a Partial Least Squares Structural Equation Modeling approach. The results indicate no significant impact on the relationship between the planned online purchase behavior and the country of origin when consumers face a health crisis. Additionally, the outcomes show that attitude toward online shopping positively affects online purchase behavior.

Electronic commerce has shown exponential growth over the past decade, but the impact of COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this paper aims to investigate the relationship between consumer ethnocentrism and internet purchase behavior in times of pandemics. Data was collected from 294 online purchasers, and the analysis was conducted utilizing a Partial Least Squares Structural Equation Modeling approach. The results indicate no significant impact on the relationship between the planned online purchase behavior and the country of origin when consumers face a health crisis. Additionally, the outcomes show that attitude toward online shopping positively affects online purchase behavior.

Beyond the scope of the home country's economy, the present study investigates the effects of ethnocentrism on the cognitive, affective and conative image of a destination, in view of perceptions of cultural distance. Two datasets were collected in the city of Pretoria (South Africa) through structured surveys proposing either Japan (n=346) or Zimbabwe (n=302) as destinations. Psychometric properties as well as model-fit, robustness, and measurement invariance of the composite were confirmed. Ethnocentrism was found to negatively affect the image of less competitive destinations. Cognitive states mediated the positive effects with respect to Japan, whereas the negative effects towards Zimbabwe were explained by affective states. Japan maintained a positive image irrespective of ethnocentrism levels. No significant differences were found in the way ethnocentrism affects destination image across groups displaying different perceptions of cultural distance. This study is set to advance the current knowledge on tourist decision-making beyond marketing mix and socio-demographic variables.

Celem niniejszego artykułu jest przedstawienie zagadnienia lojalności konsumentów piwa i budowy strategii marki przez producentów piwa w kontekście patriotyzmu lokalnego. Wykorzystano badania własne metodą wywiadu biograficznego. Postawa patriotyzmu lokalnego w różnorodny sposób nadaje specyfikę lojalności konsumentów piwa. Patriotyzm lokalny wśród konsumentów piwa może być wykorzystany w strategii budowy marki piwa. Strategia marki piwa oparta na patriotyzmie lokalnym dostarcza korzyści lepiej dostosowane do potrzeb lokalnych konsumentów.

Öz: Etnosentrizm bir kişinin ait olduğu ortamı diğer ortamlardan daha üstün görmesidir. Tüketici etnosentrizmi ise; bir kişinin içinde bulunduğu ortama ait bir ürünü tüketip, diğer ürünleri reddetmesine dayanmaktadır. Tüketicilerin yerli markaları tercih etmelerini teşvik eden çalışmalar sadece ulusal ölçekte olmamakta, daha da yerele inmektedir. Ülkemizde nerdeyse her ilde, o ile ait bir veya birkaç marka mevcuttur. Bu çalışma ile de tüketicilerin kendi illerine ait markalarla ilgili olarak etnosentrik bir düşünceye sahip olup olmadığı anlaşılmak istenmiştir. Çalışmada öncelikle alanyazın taraması yapılmıştır. Alanyazın olarak; memlekette üretilen ürünlere ve markalara karşı görüşlerin ne olduğu konusunda alanyazın kısıtı olduğu için "etnosentrizm" kavramından bahsedilmiştir. Araştırmanın anket bölümü ise, üç bölümden meydana gelmektedir. Bu bölümler; öncelikle Tüketici Etnosentrik Eğilim Ölçeği (CETSCALE), ardından katılımcıların memleket markalarına karşı görüşleri ölçeği ve son olarak demografik özelliklerdir. Araştırma Tokat ilinde yapılmış olup, bu ilde yaşayan yurttaşların (Tokatlılar ve Tokat'ta yaşayanlar) görüşleri alınmıştır. Araştırma bulgularına çalışma içinde yer verilmiş olup, genel olarak vatandaşların tüketici etnosentrizmi eğilimi içerisinde oldukları görülmüştür. Anahtar Kelimeler: Memleket markaları, etnosentrizm, tüketici etnosentrizmi, tüketici davranışları

Global recessions and the rise of patriotism in the last decade indicate shifts in consumer morale and ethnocentric tendencies. However, there is a considerate gap on the effects of consumer ethnocentrism (CET) and consumer confidence (CC) on brand related consumer behaviour. This paper fills this gap by examining the moderating effects of CET on the relationship between Customer Equity Drivers (CEDs) and (re)Purchase Intentions (PI). We also unveil (two-way) interaction effects of both CET and CC on the relationship between CEDs and PI. As for the method, 398 Greek consumers participated in Athens in a Mallintercept approach. The sampling method entailed a stratified sample to reflect national statistics. Results stressed that CET attenuated the positive relationship between Value Equity and PI. Moreover, both CET and CC dampened the positive effect between Relationship Equity and PI. Hence, this paper facilitates brand managers to adjust CEDs sensitive to CET and CC.

The purpose of this research paper is to explore and investigate the factors influencing consumer ethnocentrism and find out which factor having most significant impact along with also examines how different demographic variables related with consumers ethnocentrism. The data for this study were collected from north India (DELHI- NCR) and convenience sampling method was employed and size of data was 325 which further analyzed through SPSS 20.0. The findings of this study show that cultural openness is the strongest predictor of consumer ethnocentrism towards domestic brand while collectivism is the weakest predictor and Indian consumers are ethnocentric as well. whereas in case of demographic characteristics only gender (females) is showing significant relationship with consumer ethnocentrism while other i.e. age, education and income doesn’t show significant relationship with consumer ethnocentrism. As far as limitations are concerned this study is a cross-sectional and brand selected for this study was ‘Savlon’, and that is why the finding of this research cannot be generalized another brands category

Artykuł podejmuje problematykę etnocentryzmu konsumenckiego. W tekście przedstawiono wyniki badania przeprowadzonego
na grupie studentów Uniwersytetu Warszawskiego, na przykładzie tzw. odzieży eleganckiej. Celem
badania było określenie poziomu etnocentryzmu konsumenckiego studentów oraz ich zdolności rozpoznawania
kraju pochodzenia odzieży. Badanie wykazało, że marki o obcobrzmiących nazwach sprawiają respondentom
problem w poprawnym rozpoznaniu kraju pochodzenia produktu. Respondenci wyżej wyceniają odzież wytworzoną
w Polsce w stosunku do odzieży wytworzonej na Tajwanie przy założeniu, że są to identyczne produkty tych
samych marek. Poziom deklarowanego patriotyzmu konsumenckiego nie wpływał istotnie na różnicę w wycenie
polskich i zagranicznych produktów odzieżowych. Wartością dodaną przeprowadzonych badań jest pokazanie, że
poziom etnocentryzmu konsumenckiego oraz postrzegany kraj pochodzenia produktów odzieżowych może wpływać
na ekonomiczną wycenę tych produktów.

The concept of consumer ethnocentrism describes consumers’ feelings, attitudes, and behavior towards
domestic products as subjects of pride and identity. As one of the most researched phenomena in the
international marketing literature, consumer ethnocentrism is often considered an important informal
barrier for international trade. Considering the fact that consumer ethnocentrism is becoming relevant
for international marketing practice, the main goal of this chapter is to provide better understanding of
this concept based on the analysis of consumer ethnocentrism studies. Implications of empirical studies
mostly depend on the capability and range of generalization of their results. Analysis in this chapter
is focused on comparability issues as a basic starting point for findings generalization and marketing
implication improvements. The purpose of the analysis is to derive the most important guidelines for
comprehensive consumer-centric strategies based on the studies of consumer ethnocentrism.

In the present society, consumers develop stereotypical ideologies on the services and products manufactured in a particular country. This paper examines the direct effect of patriotic advertising on consumer ethnocentrism. The paper gives a background on the concept of patriotic advertising and how it evokes feelings of nationalism and patriotism among consumers. The key findings of the paper illustrate that consumers are most vulnerable to patriotic advertising in the event of a national crisis. In addition, consumers were found to have stereotypical ideologies on the services and products based on their country they were manufactured. These findings confirm the need for local companies to exploit patriotic adverting as a means of promoting citizen consumerism and counter competition from international brands.

The purpose of this study is to determine the effects of perceived quality and brand loyalty of consumer ethnocentrism on brand personality. The study also examines the effects of consumer ethnocentrism on perceived quality and brand loyalty. In the eastern Black Sea region (Artvin, Rize, Trabzon, Gumushane), which was determined as the main universe of the study, a face-to-face survey was applied to 806 people determined by convenience sampling method. After the elimination of incomplete and incorrect surveys, 560 questionnaires were obtained.
The Cronbach Alpha method was used for the reliability of the data and factor analysis method was used for their validity. Multiple linear regression analysis was used for testing hypotheses. As a result of the analysis, it has been determined that consumer ethnocentrism, perceived quality and brand loyalty have a significant effect on brand personality. Another finding of the study is that consumer ethnocentrism has a significant influence on brand loyalty and perceived quality.
In line with these findings, the use of promotional activities such as advertising, sales efforts and public relations of the national branded companies in the food sector can provide a significant benefit to both national branded businesses and consumers by ensuring that consumers feel their personality characteristics in the cream chocolate brand. Moreover, the increase in the ethnocentric trend in the sector may also affect perceived quality and brand loyalty.

After the fall of the Berlin Wall, important changes have occurred world wide. Not only the Berlin Wall, but also technological improvements such as the Internet affected businesses as befits humans. Globalization bias presents considerable challenges and opportunities for international marketers. The relaxation of trade policies has provided consumers with more foreign product choices than ever before (Wang & Chen, 2004). As a developing and a posseser of the young generation country, Turkey has also taken her share from this metamorphosis and winds of globalization. This has been accelerated by the imports of foreign products. There have been great changes in consumer behavior because of this acceleration. Some economical and political crisis has also brought reactions. Therefore, it is very important to study consumers’ ethnocentric tendencies and factors which affect their buying preferences and buying behavior. This paper seeks to examine the concept of ‘‘consumer ethnocentrism...

Several past research studies have been done on country of origin and consumer ethnocentrism, however, many issues in this domain still remain unsolved (Dmitrovic & Vida, 2010). One of those issues is the empirical exploration of consumer choices in the emerging markets like Pakistan, where consumers even after having high levels of consumer ethnocentrism still prefer to opt for imported/ foreign products, especially when the target audience is of young individuals. This research study focuses on the domestic consumption behavior of Pakistani consumers. The research was based on mixed methodology. For study-1, purposive sampling of 453 samples was done and data was collected using questionnaire based on 5 points Likert scale. Data analysis was done using SPSS and AMOS. For study-2, 5 in-depth interviews were conducted. Overall model analysis resulted in dropping of 1 construct. Hypotheses linked with remaining constructs were tested. Out of three remaining hypotheses, one alternate hypothesis was rejected. Testing of cognitive and affective mechanism for young Pakistani consumers was done and it was observed that this set of consumers use cognitive mechanism instead of affective which was opposite of the past research studies done on emerging markets (Hansen, 2005; Vida & Reardon, 2008). Companies should firstly develop local alternatives to provide consumers with options, secondly work on enhancing the relative quality perception for domestically produced products, either through the use of influencers or more importantly through Co-Creation, which increases the relevance of domestic produce by involving the end users themselves.

Bu çalışmada tüketicilerin etnosentrizm düzeyleri ve sahip olunan etnosentrizm düzeyinin ürün tercihlerindeki tutumlara olan etkisi incelenmiştir. Farklı etnik kökendeki tüketicilerin farklı etnosentrik eğilimlere sahip olduğu araştırma sonucunda ortaya çıkmıştır. Ayrıca demografik değişkenlere göre etnosentrik düzeyi de değişmektedir. Türk, Kürt ve Alevi tüketicilerin ürün gruplarına ilişkin yerli/yabancı ürün tercihleri farklılaşmaktadır. Türkler en yüksek etnosentrizm düzeyine (ort.59) sahip olarak ilk sırada gelirken, Aleviler ikinci sırada (ort.46) ve Kürtler (ort.41) üçüncü sırada etnosentrik düzeyi yüksek etnik grup olarak karşımıza çıkmaktadır. Çalışma sonucunda bulunan bir başka sonuçta cevaplayıcıların otomobil, bilgisayar, cep telefonu gibi ürünlerde belirgin şekilde yabancı ürün/marka tercihinde bulundukları, gıda ve mobilyada ise yerli ürün/marka tercih ettikleridir. Ayrıca cevaplayıcıların yabancı turistlere, doğrudan yabancı yatırımlara, ülke temsilciliklerine ve yabancı firma isimlerine karşı tutumlarını belirlemek amacıyla sorulan bütün sorulara “anlayışla karşılarım” cevabını vermiş olmaları çalışmanın dikkat çekici bir başka sonucudur. Bu cevaplayıcıların “orta düzeyde” etnosentrik eğilime sahip olmalarına bağlanabilir. Politik görüş ile etnosentrizm düzeyi arasında da bir ilişki olduğu çalışma sonucunda ortaya çıkmıştır. Sağ görüşlü kişiler ile politik görüşü olmayan kişilerin diğer politik görüştekilere göre daha yüksek düzeyde etnosentrik olduğu gözlemlenmiştir. En düşük etnosentrizm düzeyine merkez görüştekilerin sahip olduğu görülmüştür.

English Abstract: This research aims to investigate the role of government buy local campaign to increase domestic consumer preference toward local products in Indonesia. This paper also aims to identify relevant mediating variables between exposure to “buy local” campaign and willingness to purchase local products. This research use questionnaire data from 394 respondents selected using purposive sampling method. Product specific constructs are asked and analyzed separately on four different product categories (e.g. Produce, Leather, Culinary and Creative products). Data was analyzed using Structural Equation Model and further compared across product category. The study finds that exposure to the buy local promotion campaign does increase consumer ethnocentrism, consumer attitude toward the campaign and toward domestic products. Consumer ethnocentrism does increase attitude toward domestic product and willingness to purchase local products.

Indonesian Abstract: Penelitian ini bertujuan untuk menyelidiki peran kampanye pemerintah untuk membeli produk lokal dalam meningkatkan preferensi konsumen terhadap produk lokal di Indonesia. Tulisan ini juga bertujuan untuk mengidentifikasi variabel mediasi yang relevan dalam menjembatani antara paparan terhadap kampanye “beli lokal” dan kesediaan untuk membeli produk lokal. Penelitian ini menggunakan data kuesioner dari 394 responden yang dipilih menggunakan metode pemilihan sampel “purposive”. Penelitian ini juga mengukur dan menganalisis secara terpisah empat kategori produk yang berbeda (antara lain: Hasil Bumi, Produk Kulit, Kuliner dan Kerajinan). Analisis data dilakukan menggunakan pemodelan persamaan struktural dan dibandingkan lintas kategori. Studi ini menemukan bahwa paparan terhadap kampanye “beli lokal” meningkatkan etnosentrisme konsumen, sikap terhadap kampanye dan terhadap produk lokal. Etnosentrisme konsumen meningkatkan sikap terhadap produk lokal dan kesediaan membeli produk lokal.

With the development of international marketing, foreign origin products have become swore rivals of Turkish origin produts. In contrast, the choices of the consumers also change according to the demographic factors with their ethnocentric behavior. This study examines consumer ethnocentrism concept on the chosen sample. The aim is to evaluate the results of the research on the concept of " consumer ethnocentrism " on a different sample and conforming dimension studies. In this study, some results have gained on the basis of retail sector between Business Department students of Abant Izzet Baysal University and Gazi University. According to the results gained from the study, except gender, consumer ethnocentrism tendency was observed in both university students' buying behavior.

Consumers’ emotional ties to nation states have been shown to impact their product judgments and purchasing behavior.  Commonly cited emotions include ethnocentrism, which protects local products against foreign products; and animosity which distinguishes foreign products between those that are favored and those that are rejected on the basis of a specific country of origin. Both constructs have been defined on a nationalistic basis, and much of the prior research on animosity has focused on country-to-country relationships and interaction.  However, either construct may not impact similarly one country’s consumers, and neither construct has received extensive scrutiny on an intra-country basis. Key cultural characteristics, chiefly the ethnic background of the consumer are examined as potential antecedents in the existing model.
This study surveyed a sample of American consumers regarding their attitudes towards Japan and Japanese products. Results indicate that ethnicity does, indeed, affect the presence of animosity and ethnocentrism, and that both constructs were present at lower levels for African-Americans and Hispanic-Americans. The results of this study demonstrate that sub-national segmentation (on ethnicity or other measures) can be a critical consideration.

This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism. This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent scenario based on consumer responses. The research explored into four main factors as dependent variables on which PBG effects are examined and observed in failure present as well as failure absent scenario. This research consists of mainly two studies and two preliminary tests. Study 1 is executed basically to investigate and to test consumer responses towards brand failures of fictitious brands. Study 2 is designed to examine consumer responses to brand failures of established brands. The study found that PBG effects are more positive on Global brands as compared to the local brands and concluded that consumer is less negative and less impulsive to the global brands when they met failure scenario. The study could not find any significance and examined that customer ethnocentrism does not interrupt with buying behavior. This research was able to test whether global brands are still perceived superior to local brands in the context of Indian consumer and also test whether the effects of PBG on consumer responses to brand failures will be mediated by consumer attribution as blaming or fault accountable in the event of encountering.

In the present society, consumers develop stereotypical ideologies on the products manufactured in a particular country. This paper examines the direct effect of patriotic advertising on consumer ethnocentrism. The paper gives a background on the concept of patriotic advertising and how it evokes feelings of nationalism and patriotism among consumers. The key findings of the paper illustrate that consumers are most vulnerable to patriotic advertising in the event of a national crisis. In addition, consumers were found to have stereotypical ideologies on the services and products based on their country of origin. These findings confirm the need for local companies to exploit patriotic adverting as a means of promoting citizen consumerism and counter competition from international brands. Article visualizations:

This paper aims to identify which Schwartz values and regulatory focus orientations influence consumer behavior on the food market in the domain of preference for domestic products, which is closely related to consumer ethnocentrism. The CAWI (Computer-Assisted Web Interviews) method was applied. The sample consisting of 1000 respondents was representative for the Polish adult population in terms of sex, age, education, place of living (rural vs. urban), and region. The willingness to pay (WTP) a higher price for domestic products was affected by the tradition and universalism values. Consumer value orientations and regulatory focus were more powerful in explaining the WTP than demographic or socio-economic variables. The theories of value orientations and regulatory focus were found to be more relevant for men than for women, as reflected in adjusted regression determination coefficients. Finally, the promotion regulatory focus was a significant predictor of the WTP among men, but not among women. Based on my findings, it is recommended (1) to emphasize the following elements in marketing communications in order to stimulate the purchases of domestic food products: appeals to tradition, customs, ecology, being natural; (2) to take into account the Schwartz values in consumer segmentation on the food market; (3) to differentiate marketing communications for domestic food products on the basis of gender segmentation: in messages addressed to male consumers, arguments appealing to the promotion orientation should be used more frequently.

Purpose – The purpose of this paper is to provide insight
into the interplay between consumer ethnocentrism
and social identity as concepts with significant relevance
for different consumer responses in globalized
environment.
Design/Methodology/Approach – The paper contains
analysis of theoretical foundations, based on social
identity theory, as well as conceptual content analysis of
selected studies that deal with both the observed concepts.
Findings and implications – This paper contributes to
deeper insights into the interplay between consumer
ethnocentrism and identity, and provides a good foundation
for explaining and predicting different consumers’
responses in the globalized environment. From the
perspective of social identity theory, ethnocentrism is
considered to be an important factor in maintaining
social identity and preserving it in the changing environment.
This proposition is confirmed by empirical
studies that show a positive relation between identity
and consumer ethnocentrism. On the other hand, some
empirical studies reveal somewhat mixed results which
indicate that consumer ethnocentrism does not always
correspond with the strength of identity. Also, studies
that deal with consumer ethnocentrism and identity in the context of global changes and acculturation processes
suggest that the relational matrix of those concepts
can be far more complex.
Limitations – The observed theoretical backgrounds
mostly consider classical propositions of the social identity
theory and focus on specific forms of social identity.
Originality – This paper represents a synthesis of the
dynamic perspective of social identity theory with conceptual
analysis of consumer studies that deal with consumer
ethnocentrism and identity.

The purpose of this research paper is to explore and investigate the factors influencing consumer ethnocentrism and find out which factor having most significant impact along with also examines how different demographic variables related with consumers ethnocentrism. The data for this study were collected from north India (DELHI-NCR) and convenience sampling method was employed and size of data was 325 which further analyzed through SPSS 20.0. The findings of this study show that cultural openness is the strongest predictor of consumer ethnocentrism towards domestic brand while collectivism is the weakest predictor and Indian consumers are ethnocentric as well. whereas in case of demographic characteristics only gender (females) is showing significant relationship with consumer ethnocentrism while other i.e. age, education and income doesn't show significant relationship with consumer ethnocentrism. As far as limitations are concerned this study is a cross-sectional and brand selected for this study was 'Savlon', and that is why the finding of this research cannot be generalized another brands category.

Global recessions and the rise of patriotism in the last decade indicate shifts in consumer morale and ethnocentric tendencies. However, there is a considerate gap on the effects of consumer ethnocentrism (CET) and consumer confidence (CC) on brand related consumer behaviour. This paper fills this gap by examining the moderating effects of CET on the relationship between Customer Equity Drivers (CEDs) and (re)Purchase Intentions (PI). We also unveil (two-way) interaction effects of both CET and CC on the relationship between CEDs and PI. As for the method, 398 Greek consumers participated in Athens in a Mall-intercept approach. The sampling method entailed a stratified sample to reflect national statistics. Results stressed that CET attenuated the positive relationship between Value Equity and PI. Moreover, both CET and CC dampened the positive effect between Relationship Equity and PI. Hence, this paper facilitates brand managers to adjust CEDs sensitive to CET and CC.

This paper aims to identify predictors of consumer ethnocentrism in the food market. An online survey was conducted in a sample of 1000 Polish consumers, which was representative by sex, age, education level, urban–rural divide, and region. The 10-item CETSCALE was applied. In a retrograde stepwise regression model, consumer ethnocentrism in the food market was positively related to tradition and conformity Schwartz values, to the pride of being Polish, and to such product characteristics as the country of origin, distance from the producer, and natural content. It was negatively related to the universalism value and to being a student. To gain further insights into the predictors of consumer ethnocentrism in the food market for either gender, separate regressions were conducted among men and women. Three predictors affected positively and significantly consumer ethnocentrism in the food market both among men and among women, namely the tradition Schwartz value, pride of being Polis...

Consumer ethnocentrism is a tendency of consumers to buy and consume domestic products and services. Th e aim of the paper was to identify the key attitudes and barriers related to consumer ethnocentrism, and to examine the impact of socio-demographic characteristics of households on the tendencies in consumer ethnocentrism in the Tuzla Canton area. Th e study was conducted on a random sample of 110 households, and the questionnaire consisted of two parts. In the fi rst part, questions were answered from the standard CET scale with 17 claims, while the second part of the questionnaire consisted of a set of questions that concerned habits and preferences of consumers, barriers to consumer ethnocentrism, and socio-demographic characteristics of respondents. It was found that Bosnia and Herzegovina consumers are ethno-centric, most prominently in the purchase of domestic food products. Th e extent of Pearson&#39;s coeffi cient of correlation shows that their tendency towards purchasing...

Beyond the scope of the home country’s economy, the present study investigates the effects of ethnocentrism on the cognitive, affective and conative image of a destination, in view of perceptions of cultural distance. Two datasets were collected in the city of Pretoria (South Africa) through structured surveys proposing either Japan (n=346) or Zimbabwe (n=302) as destinations. Psychometric properties as well as model-fit, robustness, and measurement invariance of the composite were confirmed. Ethnocentrism was found to negatively affect the image of less competitive destinations. Cognitive states mediated the positive effects with respect to Japan, whereas the negative effects towards Zimbabwe were explained by affective states. Japan maintained a positive image irrespective of ethnocentrism levels. No significant differences were found in the way ethnocentrism affects destination image across groups displaying different perceptions of cultural distance. This study is set to advance...

Područje istraživanja odnosi se na ponašanje potrošača i efekte uticaja potrošačkog etnocentrizma na nacionalnu ekonomiju. Stoga je predmet istraživanja u radu etnocentrizam potrošača kao odnos potrošača prema kupovini i potrošnji domaćih proizvoda. Cilj rada je identifikacija ključnih determinanti fenomena potrošačkog etnocentrizma, kako bi se objasnile navike potrošača u kupovini i potrošnji domaćih proizvoda. Empirijskim istraživanjem utvrđene su ključne determinante koje utiču na stepen potrošačkog etnocentrizma kod građana Bosne i Hercegovine. Korišten je anketni upitnik kao obrazac za prikupljanje podataka i Cronbach alfa koeficijent za merenje pouzdanosti skale potrošačkog etnocentrizma, kao i analiza varijanse. Prikupljeni podaci obrađeni su uz pomoć statističkog softvera SPSS – a. Rezultati istraživanja su potvrdili skorije nalaze provedene na području Bosne i Hercegovine iz ove oblasti. Utvrđeno je da su bosanskohercegovački potrošači etnocentrični i da njihovu sklonost ka kupovini domaćih proizvoda određuju promotivne aktivnosti, učestalost kupovine roba široke potrošnje, status u domaćinstvu, broj članova domaćinstva, prosečna mesečna primanja domaćinstva, nivo obrazovanja i radni status nosioca domaćinstva.

Fragile international and economic relationships between nations in the last decade, have resulted in shifts of consumer behaviour towards import offerings, mostly in favor of domestic brands. This turbulence has escalated nationalism, animosity and ethnocentrism. Hence, the basic question is whether the tendency of consumers to prefer domestic brands has an impact on the effects of branding strategies. This paper explores the moderating effects of CET on the effectiveness of loyalty strategies, also known as Customer Equity Drivers (CEDs). As far as the methodology is conferenced, 400 Greek consumers participated in a survey in Athens, Greece. The sampling method was that of a stratified sample following a Mall-intercept approach. Findings illustrated that CET strengthened the positive relationship between Value Equity and (re)Purchase Intentions (PI). Hence, this paper facilitates brand managers of domestic brands to apply loyalty strategies sensitive to CET and CC.

This paper aims to identify which Schwartz values and regulatory focus orientations influence consumer behavior on the food market in the domain of preference for domestic products, which is closely related to consumer ethnocentrism. The CAWI (Computer-Assisted Web Interviews) method was applied. The sample consisting of 1000 respondents was representative for the Polish adult population in terms of sex, age, education, place of living (rural vs. urban), and region. The willingness to pay (WTP) a higher price for domestic products was affected by the tradition and universalism values. Consumer value orientations and regulatory focus were more powerful in explaining the WTP than demographic or socio-economic variables. The theories of value orientations and regulatory focus were found to be more relevant for men than for women, as reflected in adjusted regression determination coefficients. Finally, the promotion regulatory focus was a significant predictor of the WTP among men, but ...

As retail companies around the globe expand their international operations, consumers are introduced to numerous products. Therefore, the factors affecting their purchase intention have become diversified. One of the prominent factors in this process is Consumer Ethnocentrism which helps to evaluate the consumer choice of local or foreign products. This paper explores the role of demographic factors on purchase intention of domestic and foreign products. Therefore, the correlation between consumer ethnocentrism and demographic factors is examined. First, the concepts of “consumer ethnocentrism”, “purchase intention” and “measurement of consumer ethnocentrism” are defined. In the empirical section, in terms of consumer ethnocentrism levels and the effect of the demographic characteristics in Turkey and Albania is compared. “Consumer Ethnocentrism Tendencies Scale”, improved by Shimp and Sharma, is used to measure the level of consumer ethnocentrism. As a result, its relationship with...