Abstract
In modern times, consumer ethnocentrism has become an important strategic tool used by domestic firms in the face of global competition. However, the ability to use this phenomenon and its practical validity can vary in different industrial and cultural contexts. Hence, in this study, researchers address this issue by investigating the relationship between consumer eth- nocentrism and the attitudes of Czech customers towards foreign beer brands while paying special attention to whether the ethnocentric tendencies of the Czech customers are altered by demographic variables. The sample for this study was drawn from adult customers who live in the Zlin region in the Czech Republic. The group of students from the bachelor degree programme in management and economics, Tomas Bata Universty in Zlin were selected as enumerators for data collection. Altogether 155 questionnaires were distributed and 108 com- pleted questionnaires were taken in for final analysis. The consumer ethnocentric tendency was measured using the famous CETSCALE developed by Shimp and Sharma. Cronbach's Alpha values of each construct confirmed that a good interring reliability exists with the data. Principle component analysis was employed to determine the important factors of CETS- CALE and independent t test, correlation analysis, multiple regression analysis and one way ANOVA were used for testing hypotheses. The results revealed that the ethnocentric tendency of consumers is negatively correlated with the favorable attitudes of customers towards foreign beer brands in Czech Republic and also that highly ethnocentric customers hold less favorable attitudes towards foreign brands. Further findings revealed that there are no significant differ - ences between consumer ethnocentrism and all the demographic variables of Czech custom- ers. Finally, the researchers provide some suggestions for domestic brewery firms in the Czech Republic to develop appropriate branding strategies in considering consumer ethnocentrism as a strategic tool.
Highlights
The beer industry of Czech Republic has a long history
As the present study focuses on the beer industry in the Czech Republic, it can be argued that the country of origin (COO) of imported beer brands should be considered as a primary factor in assessing the attitudes towards foreign beer brands
The present study has been mainly focused on investigating the ethnocentric tendency of Czech customers and their attitude towards foreign beer brands available in their local market
Summary
The beer industry of Czech Republic has a long history. Hops have been cultivated within the country since medieval times (roughly from the10th century onwards) with the help of the perfect agricultural climate in Bohemia. The first Czech brewery was initially established in 1118 at Cerhenice. There were so many milestones that were passed by the Czech brewery industry and at present it has paved way to a unique beer culture combining the Czech language, the Czech culture, and Czech beer into one platform. The brewery industry makes a huge contribution to the Czech economy by making around 830 million Euros value addition.
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