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1 – 10 of over 2000
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…

1287

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: 20 October 2022

Yudha Dwi Nugraha, Rezi Muhamad Taufik Permana, Dedy Ansari Harahap, Mohsin Shaikh and Hofifah Ida Fauziah

This study aims to investigate how the social identity theory and emotional attachment theory influence the willingness of consumers to buy foreign cosmetic products…

Abstract

Purpose

This study aims to investigate how the social identity theory and emotional attachment theory influence the willingness of consumers to buy foreign cosmetic products. Specifically, this study examines the relationship between consumer ethnocentrism, foreign product judgment and willingness to buy foreign products. Furthermore, the interaction effect of consumer affinity and patriotism are tested in the model.

Design/methodology/approach

An online survey of 208 millennial Muslim women consumers was used to collect the data. The structural equation modeling test was used to assess the six hypotheses. Moreover, the two-step estimation approach was used to test the interaction moderation of consumer affinity and patriotism.

Findings

The results indicate that consumer ethnocentrism has a positive and significant relationship with foreign product judgment. Foreign product judgment was also found to have a positive and significant relationship with willingness to buy. In addition, this study concludes that affinity was found to moderate the relationship between consumer ethnocentrism and foreign product judgment and strengthen the positive and significant effect of foreign product judgment on the willingness to buy. Finally, patriotism did not moderate the relationship between consumer ethnocentrism and foreign product judgment. However, patriotism moderated the relationship between foreign product judgment and willingness to buy.

Research limitations/implications

This study only focused on one category (i.e. low involvement product), and the authors recommend future studies to examine a high involvement product. Other individual orientation constructs, such as xenocentrism, need to be examined in future studies. Moreover, only intentional measures were investigated. Thus, further research could correlate intentional measures with product ownership. Finally, future research could examine how consumers behave differently across nations. Thus, the present model would require cross-cultural research.

Practical implications

Marketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the antecedents of consumers’ willingness to buy in the foreign cosmetic products setting. Additionally, foreign cosmetic marketers could focus on consumer affinity to strengthen the communication with and arouse the affinity of Muslim millennials women consumers in Indonesia. Finally, marketers can incorporate messages and signals of patriotism in their marketing communications to increase Muslim millennial women consumers’ love and pride.

Social implications

The growing obsession with beauty among women has led to the immense growth of the cosmetics industry. This phenomenon has spawned an abundance of cosmetic products on the market. The advancement of information technology has further increased competition for cosmetic products as more products can be quickly brought to market. Muslim millennials consumers must be aware and careful about raw materials, impacts on long-term health, impacts on the national economy, environmental impacts and halal certification when using various kinds of cosmetics.

Originality/value

This study contributes to the literature on international marketing research by incorporating the interactive effect of consumer affinity and patriotism in the acceptance of foreign cosmetic products.

Details

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

Keywords

Book part
Publication date: 13 August 2014

Marianne Storgaard, Janne Tienari and Rebecca Piekkari

In this paper, we focus on ethnocentrism as a practice that persists among top managers at MNC headquarters and steers their efforts in orchestrating the global network of…

Abstract

In this paper, we focus on ethnocentrism as a practice that persists among top managers at MNC headquarters and steers their efforts in orchestrating the global network of subsidiaries. While the extant literature has viewed ethnocentrism as a detrimental attitude that top management seek to remedy, we offer a different reading. On the basis of our fieldwork in Danish MNCs, we argue that top management may deliberately cling to ethnocentrism. At the same time, however, they silence ethnocentrism and conceal it from view. In turn, people in subsidiaries engage in self-silencing. We argue that this sustained yet concealed and silenced ethnocentrism has important implications for orchestration of the global MNC network.

Details

Orchestration of the Global Network Organization
Type: Book
ISBN: 978-1-78350-953-9

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

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: 21 August 2021

Shahin Akbarov

This study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the…

1364

Abstract

Purpose

This study aims to investigate consumer ethnocentrism and determine its impact on actual purchasing behavior in relation to six product categories. It also examines the role of demographic variables as moderators in the relationship between ethnocentric tendencies and purchasing behavior.

Design/methodology/approach

A total of 467 completed questionnaires were obtained through convenience and snowball sampling. Data were analyzed using SPSS-24 and AMOS-23 software: SPSS to conduct the exploratory factor analysis and AMOS for the confirmatory factor analysis. Regression analysis was performed to determine the effect of ethnocentrism on purchasing behaviors; the SPSS process was used to test the moderating effects.

Findings

The consumer ethnocentric tendencies scale was collected in two dimensions: hard ethnocentrism, which influences actual purchasing behavior in five product categories; and soft ethnocentrism, which influences actual purchasing behavior in only two product categories. The results show that the effect of consumer ethnocentrism on purchasing behavior differs across product categories. Further, gender, marital status and personal income moderate this relationship.

Originality/value

Few studies investigate purchasing behavior across several product categories and the literature on consumer ethnocentrism does not address the impact of demographic variables as moderators in consumer behavior. This study contributes to the existing literature in four ways. First, it was conducted in Azerbaijan, a country with specific characteristics. Second, it examines the impact of ethnocentric tendencies on actual purchasing behavior. Third, it examines purchasing behavior in relation to six different product categories. Fourth, the moderating effect of demographic variables was tested.

Details

Journal of Islamic Marketing, vol. 13 no. 4
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 18 April 2017

Chris Pentz, Nic Terblanche and Christo Boshoff

Despite today’s globalised business world, there is a dearth of knowledge on the influence of consumer ethnocentrism on the purchasing behaviour of consumers in developing…

1225

Abstract

Purpose

Despite today’s globalised business world, there is a dearth of knowledge on the influence of consumer ethnocentrism on the purchasing behaviour of consumers in developing countries. The purpose of this paper is to investigate consumer ethnocentrism, its antecedents and consequences in a developing country (South Africa) and makes recommendations to firms wishing to do business in South Africa.

Design/methodology/approach

The study was conducted among a national sample of South African respondents using a structured questionnaire. The study is unique in that two samples were used, a sample of white and a sample of black respondents. By using two ethnically diverse samples, it was possible to investigate whether there are similarities and/or differences in terms of consumer ethnocentrism, its antecedents and consequences among two major ethnic groups in South Africa.

Findings

The findings suggest that the antecedents of cultural openness, patriotism, individualism and a history of oppression influence consumer ethnocentrism among both black and white South Africans. It was further established that the antecedent nationalism exerts an influence on consumer ethnocentrism among white South African consumers, but not among black South African consumers.

Practical implications

The results of the study are of value for South African firms as well as those further afield, when developing marketing strategies for the diverse consumer market in South Africa.

Originality/value

This study adds to the existing body of knowledge on consumer ethnocentrism in an emerging market, and more specifically, among different ethnic groups in the same country.

Details

International Journal of Emerging Markets, vol. 12 no. 2
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 1 September 2008

Yujie Wei

This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as…

2138

Abstract

This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as moderator of purchase intention. Additionally, it examines consumer preferences for different products and consumption plans for the subsequent five years. The survey sample is drawn from a population of foreign product users from 34 cities in 18 provinces in China. Results provide evidence that brand sensitivity mediates the relationship between consumer ethnocentrism and purchase intention; product cues moderate the effect of ethnocentrism on purchase intention. As the first study to link consumer ethnocentrism directly to brand sensitivity and purchase intention, this research provides some managerial implications. Global marketers can offset the negative effect of ethnocentrism by emphasizing brand image of its products, taking advantage of specific product cues, or by providing more comprehensive after‐sale service to reduce the perceived risk of purchasing imports. Also, price is still a hurdle that prevents Chinese consumers from mass consumption of foreign products. Global firms should not overestimate the purchasing power of Chinese consumers. This study represents a “snapshot” of Chinese consumers’ decision making at a time when their economic system is undergoing rapid change.

Details

Journal of Asia Business Studies, vol. 3 no. 1
Type: Research Article
ISSN: 1558-7894

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…

3022

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

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