Search results

1 – 10 of over 1000
Article
Publication date: 1 December 1998

Myung‐Soo Jo

This study examines whether consumers’ receptivity to ethnocentrism‐pitched advertisements differs by country and product category and, if so, why. The two countries…

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Abstract

This study examines whether consumers’ receptivity to ethnocentrism‐pitched advertisements differs by country and product category and, if so, why. The two countries surveyed are Australia and India. Australia was chosen as a country where consumers should perceive a high level of foreign threat because it is quite open to foreign products and has a small economy and population. India was chosen as a country where consumers should perceive a low level of foreign threat because it is still tightly closed to foreign products. Findings show that the effectiveness of ethnocentrism‐pitched advertisements differs significantly not only by consumers’ perceptions of foreign threat, but also by consumers’ quality evaluations about domestic products, compared to corresponding foreign ones. Implications for international marketers and domestic manufacturers are discussed.

Details

International Marketing Review, vol. 15 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 24 August 2021

Aybegüm Güngördü Belbağ

The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort…

Abstract

Purpose

The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with differences – a factor of universal-diverse orientation (UDO) – and reluctance to purchase German (RELG) and French automobiles (RELF) in the Turkish automobile market which is dominated by foreign brands.

Design/methodology/approach

Empirical data were collected via face-to-face surveys from 400 respondents in the emerging market Turkey. Structural equation modelling was employed to examine the direct and indirect effects between the variables.

Findings

The main predictors of the RELG are consumer ethnocentrism, discomfort with differences and economic animosity towards Germany, respectively. Furthermore, RELF in the Turkish market is positively affected by consumer ethnocentrism, war animosity towards France and discomfort with differences, respectively. Discomfort with differences mediates the relationship between consumer ethnocentrism and RELG and RELF.

Practical implications

International collaborations with local manufacturers have huge strategic impacts when establishing reliable relationships with Turkish consumers. Foreign companies can initiate socially responsible projects that will relay the message of similarities between cultures to decrease perceived cultural differences. Highlighting the similarities of Turkish consumers with a foreign company in promotional campaigns will be much beneficial.

Originality/value

Despite there are many studies regarding antecedents and consequences of consumer ethnocentrism, extant research overlooks the effect of animosity on this concept. Additionally, studies examining UDO in the marketing literature are scarce. This paper integrates UDO, consumer ethnocentrism, animosity and reluctance to purchase foreign products in one study.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 26 January 2010

Patrick Poon, Felicitas Evangelista and Gerald Albaum

The purpose of this paper is to study the attitudes of Asian and Western migrants and native‐borns in Australia toward foreign‐made products and the impact of consumer

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Abstract

Purpose

The purpose of this paper is to study the attitudes of Asian and Western migrants and native‐borns in Australia toward foreign‐made products and the impact of consumer ethnocentrism on attitude formation.

Design/methodology/approach

The research was designed as a personal interview survey using shopping mall intercepts. A total of 206 consumers were asked to indicate their preferences for foreign‐made versus Australian‐made products for five diverse products. Respondents also responded to a short version of the CETSCALE, a scale measuring consumer ethnocentrism. Respondents were classified as Australian‐born, Asian‐born migrants, or Western‐born migrants.

Findings

Consumer ethnocentrism is negatively related to attitudes toward foreign‐made products for both overseas‐born (Asian and Western) migrants and local‐born Australians. Asian‐born migrants reported a significantly lower level of consumer ethnocentrism than both of the other respondent groups. Within the Western migrant group, males had a significantly higher level of ethnocentrism than females; there was no significant difference between genders in the other two respondent groups. For migrants, the number of years living in Australia is positively related to ethnocentrism. Age is related to ethnocentrism for all sample groups.

Originality/value

The study contributes to knowledge about ethnic marketing to migrant groups and consumer ethnocentrism, especially for Australia, in which migrants represent a large share of its population. Thus, it could very well serve as a model of “things to come” in other countries that experience large immigration inflows. This is the first study to look at ethnocentrism and attitudes toward country‐of‐origin of products of migrants and locally‐born people.

Details

Journal of Consumer Marketing, vol. 27 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 3 October 2008

Chui Yim Wong, Michael J. Polonsky and Romana Garma

The purpose of this paper is to examine the effect of country of origin (COO) sub‐components (i.e. design, assembly and parts), as well as the extent to which consumer

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Abstract

Purpose

The purpose of this paper is to examine the effect of country of origin (COO) sub‐components (i.e. design, assembly and parts), as well as the extent to which consumer ethnocentrism tendencies interact with these COO sub‐components for young Chinese consumers with regards to product quality assessments and purchase intentions.

Design/methodology/approach

A 2 × 2 × 2 factorial experimental design was used to examine the effects of the three sub‐components of COO with two levels of sourcing location – Home (China) and Foreign (Germany), for two high involvement products (an automobile and a digital camera). Chinese students in China represented the sample of 272 respondents. MANOVA was used to examine the direct effects and interactions of the three COO components, as well as ethnocentrism, measured using the CETSCALE.

Findings

It was found that the three COO sub‐components did not influence young Chinese consumers’ evaluation of product quality or purchase intentions. In addition, consumers’ level of ethnocentrism also did not have a direct effect on perceived product quality or purchase intentions. There was only one statistically significant interaction effect between ethnocentrism and country of parts for one of the two products. As such, COO dimensions and young Chinese consumersethnocentrism appears to have limited influence on their assessments of product quality or purchase intentions. This may occur because young Chinese consumers perceive that hybrid products are the norm for high involvement products in China as these products are all these consumers have experienced.

Originality/value

The findings of this research dispute the commonly held belief and evidence that sub‐components of COO have an impact on the perceptions of product quality and purchase intentions. Young Chinese consumers may be different to consumers from western countries because they have been extensively exposed to hybrid products. Given the size and growth potential of China, young Chinese are an important, under‐researched segment within the Chinese market.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 20 no. 4
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 19 January 2015

Pilar Fernández-Ferrín, Belén Bande-Vilela, Jill Gabrielle Klein and M. Luisa del Río-Araújo

Consumer ethnocentrism and consumer animosity provide marketing management with two useful concepts to understand the reasons behind consumers’ purchase decisions…

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Abstract

Purpose

Consumer ethnocentrism and consumer animosity provide marketing management with two useful concepts to understand the reasons behind consumers’ purchase decisions concerning domestic vs imported products. The purpose of this paper is to investigate the antecedents and consequences of animosity and ethnocentrism within a single model, and respondents’ evaluations of a specific product category are solicited.

Design/methodology/approach

The study is conducted within an ideal context for the study of consumer animosity: data were collected in Belgrade shortly after the US-led NATO bombings of 1999. The surveys were carried out in person at the interviewees’ home. The sample was part of a regular omnibus panel composed of 270 adult respondents, of which 92.2 percent agreed to participate.

Findings

The findings indicate that animosity and consumer ethnocentrism are distinct constructs. Also consistent with previous research, results obtained confirm that each construct has unique antecedents and consequences.

Practical implications

Once consumer animosity and ethnocentrism levels have been measured, managers can then make decisions about whether to promote their country of origin or, alternatively, create more powerful local connections for their products. Thus, the consideration of animosity and ethnocentrism can be part of a firm’s international strategies.

Originality/value

Previous studies on consumer animosity have demonstrated through structural equation modeling that the two constructs are distinct and have distinct antecedents, but research has not examined both the antecedents and the consequences of animosity and ethnocentrism in the same study. Thus, this study investigates the antecedents and consequences of animosity and ethnocentrism within a single model.

Details

International Journal of Emerging Markets, vol. 10 no. 1
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 18 December 2018

Boris Bizumic

The purpose of this paper is to investigate, theoretically and empirically, the role of the six dimensions of reconceptualized ethnocentrism in consumer ethnocentrism. The…

2529

Abstract

Purpose

The purpose of this paper is to investigate, theoretically and empirically, the role of the six dimensions of reconceptualized ethnocentrism in consumer ethnocentrism. The paper investigates both direct and indirect effects of the six dimensions on consumer ethnocentrism, through four theoretically meaningful mediators: nationalism, ethnic ingroup positivity, national ingroup positivity and prejudice against foreigners.

Design/methodology/approach

This study has used primary data collected from 304 US citizens through online surveys, including measures of demographics, ethnocentrism, consumer ethnocentrism, nationalism and attitudes toward ethnic ingroups, national ingroups and foreigners. Correlational, sequential multiple regression and parallel multiple mediation analyses were conducted to investigate effects of the dimensions of ethnocentrism on consumer ethnocentrism.

Findings

Regression and mediation analyses, covarying age, education, gender, ethnicity and socio-economic status, showed that ethnocentric purity had a direct effect on consumer ethnocentrism, whereas ethnocentric devotion and exploitativeness had indirect effects, entirely mediated by nationalism. There were no significant effects of the other dimensions of ethnocentrism, ethnic ingroup positivity, national ingroup positivity or prejudice against foreigners. In addition, two demographic variables (white/Anglo Americans and lower socio-economic status) had a direct effect on consumer ethnocentrism, whereas three other variables (gender, education and age) did not.

Originality/value

This study is first to explore how the dimensions of ethnocentrism relate to consumer ethnocentrism. Although consumer ethnocentrism has often been linked to ethnocentrism, the relationship has never been explicitly studied. Ethnocentrism, defined as ethnic group self-centeredness and self-importance, in which the main role is to ensure ethnic group strength and survival, plays a substantial but mainly indirect role via nationalism in consumer ethnocentrism. This study shows that both direct and indirect processes concerned with ethnic groups play a substantial role in the development of consumer ethnocentrism. Implications of the findings for consumer ethnocentrism and global consumer culture are discussed.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 11 July 2017

Richard Lee, Kyung Tae Lee and Jianyao Li

This study contends that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively. It further examines how the influence of consumer

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Abstract

Purpose

This study contends that consumer ethnocentrism and animosity rest on semantic and episodic memory, respectively. It further examines how the influence of consumer ethnocentrism and animosity on consumer boycott behaviour may vary over time and use the memory theory to explain these temporal differences.

Design/methodology/approach

Part 1 involved an experiment to demonstrate the relationship between consumer ethnocentrism/animosity and semantic/episodic memory. To determine the temporal characteristics of consumer ethnocentrism and animosity, Part 2 involved two quantitative surveys (one each in China and Japan), followed by another two surveys six months later.

Findings

Part 1 showed that consumer ethnocentrism and animosity were underpinned by semantic and episodic memory, respectively. Consistent with memory theory, Part 2 found that consumer ethnocentrism was temporally more stable than animosity. Consumer animosity influenced boycott behaviour during but not after the dispute, whereas consumer ethnocentrism influenced boycott behaviour during as well as the dispute. Finally, consumer ethnocentrism was antecedent to consumer animosity, siding with the relationship between semantic and episodic memory.

Research limitations/implications

Limited to two countries, both with collectivistic culture. A longitudinal approach over multiple phases would further enhance the robustness of the findings.

Practical implications

Understanding the psychological underpinning of consumer ethnocentrism and animosity would allow firms to develop effective marketing strategies to appeal to consumers’ ethnocentric and animosity dispositions.

Originality/value

The first study to examine the psychological underpinnings of consumer ethnocentrism and animosity by drawing on the memory theory.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 June 2020

Hsiang-Ming Lee, Tsai Chen, Yu-Shan Chen, Wei-Yuan Lo and Ya-Hui Hsu

The purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM).

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Abstract

Purpose

The purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM).

Design/methodology/approach

This study conducted a 2 (consumer ethnocentrism) × 3 (consumer animosity) between-subject experiment design to test the hypotheses. Comprised of 380 respondents, this study used ANOVA to examine the data.

Findings

The results showed that if a brand violates the perception of fairness, ethnocentrism and animosity will have a positive effect on perceived betrayal. In addition, low consumer animosity revealed a significant consumer ethnocentrism effect and low ethnocentrism revealed a significant animosity effect, while the relationship between perceived betrayal and word of mouth is negative.

Originality/value

The current research adds to the understanding about how the reaction to a domestic brand's marketing strategies that are viewed as unfair and hurt the domestic consumers' expectations.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 5 August 2022

Md. Ashraful Alam, Debashish Roy, Rehana Akther and Rajidul Hoque

Consumer ethnocentrism (CE) is a matter of interest for marketers over the decades. However, buying intentions toward domestically produced household electronic products…

Abstract

Purpose

Consumer ethnocentrism (CE) is a matter of interest for marketers over the decades. However, buying intentions toward domestically produced household electronic products in developing and underdeveloped countries have not been examined sufficiently. Hence, this study investigated the consumers' ethnocentrism and attitude toward domestically-produced household electronic goods. The purpose of this study is to examine the influence of consumer demographic attributes on ethnocentrism and its moderating effect on choosing domestically produced household electronic goods in the context of Bangladesh.

Design/methodology/approach

Primary data have been collected from a sample of 172 respondents using a mall-intercept survey. Consumers' ethnocentrism level has been measured using CETSCALE on a five-point Likert scale. ANOVA and t-test were performed to compare different demographic groups regarding ethnocentrism levels. This study also applied the qualitative method by applying a manual approach.

Findings

The result shows that consumers' ethnocentrism levels do not vary with gender and income level. However, other demographic attributes, like occupation, age and education level, play a considerable role in CE tendency.

Originality/value

The study is one of the few that examines the consumers' ethnocentrism and attitudes toward electronic products produced in a developing country. The researchers expect that the outcome of the study would contribute to the domestic manufacturer focusing more rigorously on producing electronic products that would be accepted locally as well as globally.

Details

South Asian Journal of Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2719-2377

Keywords

Article
Publication date: 2 March 2022

Sadiq and Muhammad Salman Ahmad

The aim of this empirical study is to examine how religiosity, animosity and ethnocentrism interact to influence judgment about US products and purchase actions of young…

Abstract

Purpose

The aim of this empirical study is to examine how religiosity, animosity and ethnocentrism interact to influence judgment about US products and purchase actions of young consumers in a conservative Islamic country like Pakistan. Many studies have been conducted before in progressive Islamic countries such as Malaysia, Jordan, Turkey and Tunisia but not in conservative Islamic countries like Pakistan.

Design/methodology/approach

A validated questionnaire derived from literature is used for data collection. Data were collected from 381 college students in four provincial capital cities of Pakistan (Karachi, Lahore, Quetta and Peshawar). Structural equation modeling is used to test the framework.

Findings

This study reveals key significant cause and effect relationships like consumers religiosity on foreign product judgment, consumers animosity on foreign product judgment, consumers religiosity on ethnocentric tendencies of consumers, consumers ethnocentric tendencies on foreign product judgment and foreign product judgment on purchase action of consumers.

Originality/value

This study attempts to add value to the existing literature on consumer behavior, especially the role of religiosity, animosity and ethnocentrism in young consumers. This study is the first of its kind on examining religiosity, animosity and ethnocentrism among young consumers in Pakistan. To the best of the authors’ knowledge, this study will guide the marketing managers to formulate appropriate strategies when targeting young consumers, especially when they decide to boycott US products.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

1 – 10 of over 1000