Effects Of Consumer Ethnocentrism Research Articles

The Effect of Consumer Ethnocentrism on Domestic Product Purchase Intention: A Study on Hazelnut Chocolate Brands of Turkish Origin

Amaç: Çalışmanın amacı, Türkiye’de yaşayan tüketicilerin etnosentrik eğilimlerinin Türk menşeili fındıklı çikolata markalarını satın alma niyetleri üzerindeki etkisini incelemektir.
 Materyal ve Yöntem: Araştırmanın evrenini, Türkiye’de ikamet eden 18-65 yaş arası fındıklı çikolata tüketen kişiler oluşturmaktadır. Örneklem kitlesini, kolayda örnekleme yöntemi ile seçilen 943 fındıklı çikolata tüketicisi oluşturmaktadır. Araştırma verilerinin analizinde öncelikle ölçeklere güvenilirlik, geçerlilik ve faktör analizi uygulanmıştır. Daha sonra, değişkenler arasındaki ilişkilerin yönü ve büyüklüğü pearson korelasyon analizi ile belirlenmiştir. Son olarak ise, değişkenler arasındaki nedensellik ilişkisini incelemek amacıyla regresyon analizleri yapılmıştır.
 Araştırma Bulguları: Araştırma sonucunda, tüketicilerin büyük çoğunluğunun fındıklı çikolata ürünlerine karşı marka sadakati geliştirdikleri ve alışverişlerinde ürünün menşei ülke bilgisine dikkat ettikleri görülmüştür. Korelasyon analizi sonucunda, tüketici etnosentrizmi ile yerli ürün satın alma niyeti arasında pozitif yönde ve yüksek düzeyde anlamlı bir ilişki tespit edilmiştir. Regresyon analizi sonuçları tüketici etnosentrizminin yerli ürün satın alma niyetini olumlu yönde etkilediğini göstermektedir.
 Sonuç: Bu çalışmanın sonuçları doğrultusunda işletmelerin stratejik kararlar alırken tüketicilerin fındıklı çikolata tüketim tercihleri ve yerli ürünlere bakış açıları hakkında bilgi sahibi olmalarının, fındıklı çikolata pazarında rekabet avantajı elde etmelerine ve bu yönde pazarlama stratejileri geliştirmelerine katkı sağlayabileceği ifade edilebilir.

The Mediating Role of Country of Origin Effect in the Effect of Consumer Ethnocentrism on Café Preference

This research aims to investigate the mediating role of the country of origin effect (COO) in the relationship between consumer ethnocentrism (CE) and cafe preference. Consumer ethnocentrism refers to the extent to which consumers exhibit a preference for domestic products over foreign ones. The country of origin effect suggests that consumers’ evaluations and perceptions of a product are influenced by its country of origin. In the context of the cafe industry, this study examines whether consumer ethnocentrism influences Turkish/American cafe preference, and whether this relationship is mediated by the country of origin effect for Turkish consumers who live in Rize. The findings revealed that CE has an effect on both COO and cafe preference. COO has a direct effect on cafe preference and mediation role in the effect of consumer ethnocentrism on cafe preference. The result indicating that the country of origin effect of Turkish consumers has a positive impact on both Turkish and American cafe preferences suggests that Turkish consumers may have a favorable view of both Turkish and American cafes based on their perceived country of origin.

Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis

PurposeThis study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.Design/methodology/approachThis study uses the mall-intercept technique. Respondents were randomly approached at popular retail and shopping destinations in Athens, Greece, and 228 customer participants completed the survey.FindingsCET and CC weaken the positive relationship between certain CEDs and RI of FMCG brands. Particularly, the effects of relationship equity (RE) and value equity (VE) on strengthening repeated purchases are higher for low-confidence or low-ethnocentric consumers. Thus, marketing strategies for enhancing value and creating stronger consumer–brand relationships are more effective in boosting repeated purchases during economic turbulence.Practical implicationsPractitioners and academicians can use the insights obtained from this study to determine how to allocate resources and adopt the most effective marketing strategies in local environments based on consumer preference for domestic or global products and consumer morale and expectations for future financial status.Originality/valueThis research unveils the mechanism behind the moderating effects of CET and CC on the effectiveness of CEDs in global FMCG settings using social identity and system justification theory. Turbulence in international and local markets due to the pandemic has revealed that marketing function needs to redesign strategies and coordinate practices to boost repeat purchases.

Effects of Consumer Ethnocentrism, Cosmopolitanism and Cultural Intelligence on the Acceptance of Foreign Brands

Globalization of the market has diminished the importance of national borders, so that an increasing number of companies are internationalizing their business. It is very important that the company’s management investigates the characteristics of the foreign market in which it wants to operate. It is necessary to formulate and implement adequate marketing strategy, which will take into account ethnocentric tendencies and the cultural framework of consumers. Consumer ethnocentrism usually comes to the fore during crisis situations and a number of consumers want to strengthen the national economy by purchasing domestic products and services. On the other hand, a number of consumers have developed a high degree of cosmopolitanism and cultural intelligence, which implies preferences for foreign brands over domestic ones. The aim of this scientific paper is to identify some of the most important drivers of consumer ethnocentrism (patriotism, conservatism, dogmatism), and then to examine whether consumer ethnocentrism, cosmopolitanism and cultural intelligence through their basic factors (metacognitive, cognitive, motivational and behavioral factors) influence the formation of consumer attitudes towards foreign brands. It also examines whether the positive attitude of consumers towards foreign brands affects the loyalty of consumers to foreign brands, because it is necessary for companies to move from transactional marketing to customer relationship management, because loyal consumers are a stable source of income and enable long-term profitable business. Empirical research was conducted using a survey method in the Republic of Serbia (Belgrade, Kragujevac). The results of the research showed that consumer ethnocentrism has a negative statistically significant impact, and consumer cosmopolitanism and cultural intelligence have a positive statistically significant impact on consumer attitudes towards foreign brands, and a positive attitudes implies consumer loyalty to foreign brands.

Consumer ethnocentrism and purchasing behavior: moderating effect of demographics

PurposeThis 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/approachA 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.FindingsThe 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/valueFew 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.

Consumers’ attitudes towards purchase intention for local brand automobiles manufactured in Malaysia

The damaging effects of market globalization towards developing countries necessitate the exhibition of favorable attitudes towards purchase intention for local brand automobiles manufactured locally. With the application of moral foundation theory (MFT), a quantitative and cross-sectional study that involved 373 Proton potential consumers through a mall intercept survey in Malaysia was analyzed. The results show that Proton’s potential consumers had favorable attitudes towards purchase intention for Proton automobiles. Subsequent to a high mean score of collectivism and a moderate mean score of ethnocentrism, Proton potential consumers’ ethnocentric tendency offers a contradiction to extant literatures on consumer ethnocentrism in developing countries. Thus, our study posits that consumers from collectivistic societies are ethnocentric and further display favorable attitudes towards local products. Additionally, the predictive effects of consumer ethnocentrism and collectivism on attitudes towards purchase intention for local brand automobiles manufactured locally were ascertained. Our findings validated the applicability of MFT in explaining consumers’ attitudes towards local products. Other implications are also discussed.

The effects of consumer ethnocentrism and consumer animosity on perceived betrayal and negative word-of-mouth

PurposeThe 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/approachThis 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.FindingsThe 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/valueThe 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.

The Effect of Consumer Ethnocentrism and Materialism on Product Brand Perception and Brand Preferences in Surabaya

Abstract: The purpose of the research is to examine the effect of consumer ethnocentrism and materialism to product brand perception and preferences in Surabaya as the second largest city in Indonesia. This research tests the validation of the construct measures and associated hypothesis using survey data from 132 respondents and using structural equation modeling techniques. The results show that (1) there's no correlation between consumer ethnocentrism and materialism in Surabaya, (2) consumer ethnocentrism has significant effect on product brand perception, (3) consumer ethnocentrism has not affected on product brand preferences, (4) materialism has significant effect on product brand perception, and (5) materialism has significant effect on product brand preferences.
 
 Keywords: Consumer Ethnocentrism, Materialism, Product Brand Perception, Product Brand Preferences

중국 밀레니얼 세대 명품 브랜드 소비동기에 관한 연구 : 소비자 자민족중심주의의 조절효과를 중심으로

중국 밀레니얼 세대 명품 브랜드 소비동기에 관한 연구 : 소비자 자민족중심주의의 조절효과를 중심으로

The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia

Based on the Optimal Distinctiveness Theory, this study explores the moderating role of personal cultural values in the effect of consumer ethnocentrism on perceived product quality and purchase intention of foreign products in developing countries. Based on 305 Brazilian and 307 Russian nonstudent adult participants, we confirm that the effect of consumer ethnocentrism is substantially strong among the local-minded consumers but very weak or nonexistent among global-minded consumers. This research raises a need to identify the personal values of the consumer, whether local or global, to interpret the effect of consumer ethnocentrism accurately. It recommends international marketers to focus on global-minded consumers to detour the negative impact of consumer ethnocentrism when marketing to developing countries. Especially, marketing campaigns emphasizing on distinctiveness through such personal values as openness to change (self-direction and stimulation) and self-enhancement (achievement, power, and hedonism) rather than conservation (conformity, tradition, and security) and self-transcendence (universalism and benevolence).

Interactive effect of consumer affinity and consumer ethnocentrism on product trust and willingness-to-buy: a moderated-mediation model

PurposeThis study aims to clarify the relationship between two plausible conflicting attitudes in cross-cultural context-consumer affinity and consumer ethnocentrism (CET) and to explore their interactive effect on product trust and willingness-to-buy.Design/methodology/approachA total of 392 usable responses were obtained. Previously validated scales of consumer affinity, CET, product trust and willingness-to-buy were used and showed good reliability. Hierarchical multiple regression and the bootstrapping method were conducted to test the hypotheses.FindingsThis study revealed that consumer affinity is positively associated with product trust, which in turn promotes consumers’ intention to buy products from the affinity country; CET moderates the relationship between consumer affinity and product trust; and CET also moderates the mediating effect of product trust on the relationship between consumer affinity and willingness-to-buy.Research limitations/implicationsFirst, this study helps to explain how consumer affinity boosts willingness-to-buy, and it reveals the type of consumers whose product trust is most notably influenced by their level of ethnocentrism. Second, this study examines the moderating effects of CET on the relationship between consumer affinity and product trust, which can help to identify the situations in which consumer affinity influences product trust most strongly. Third, this study examined the interactive effect of consumer affinity and CET on product trust and its subsequent effect on willingness-to-buy. The findings help to explain the CET’s critical role in the effect of consumer affinity by relating it to the literature of product trust and willingness-to-buy.Practical implicationsGiven the crucial role that consumer affinity plays in improving consumers’ trust in and buying intention for a country’s products, governments, multinational enterprises and international marketers should strategically construct, maintain and magnify a positive national image to the world. This study’s results also clarify that consumer affinity does not conflict with CET; not only can they coexist but also they are positively related. The crucial implication is that CET is not always a barrier to purchasing foreign products.Originality/valueAlthough research interest in consumer attitudinal conflict issues is increasing, the real relationship and interactive effects of plausible conflicting attitudes between consumer affinity and CET remain to be understood. This study bridges a gap between CET and willingness-to-buy by considering the boundary conditions of consumer attitudes toward a specific country (inherent in consumer affinity). Furthermore, this study is, to the best of the author’s knowledge, the first to link consumer affinity with willingness-to-buy through the mediating effect of product trust. These findings are helpful for understanding how consumer affinity positively effects willingness-to-buy.

Home-state attachment and its effects

PurposeMany studies have investigated consumers’ loyalty to businesses situated in the local area, in the community, the region or in the same country. However, the effect of loyalty to the state in which the consumer resides has received little attention. This paper aims to propose the concept of home-state attachment (HSA) and develop models of its antecedents and its effects on criterion variables such as loyalty to local business.Design/methodology/approachAfter refinement of the measure of HSA, the authors conduct two studies (n = 202 and n = 201) among residents of two different Canadian provinces (states). They estimate the models, which include both formative and reflective indicators, using structural equation modeling.FindingsThe results of both studies show that HSA can be distinguished from related constructs like consumer ethnocentrism (CET). HSA has a strong effect on loyalty to local businesses, independent of the effect of CET, testifying to its importance. HSA also affects other criterion variables, with loyalty to local business playing a mediational role.Originality/valueThis paper shows that HSA, a social-identity-based motivation for local patronage, is an important but largely overlooked determinant of loyalty to local businesses. The robustness of the results over two studies suggests that appeals to consumers based on this motivation may enhance the effectiveness of marketing programs.

The Effect of Consumer Ethnocentrism on Purchase Intention of Products from Local Supermarkets: The Mediating Role of Attitudes Towards Local Campaigns

The aim of this study was to explain the effect of consumers’ ethnocentrism levels on purchase intentions of products from local supermarkets depending on the collectivist values and to determine the mediation role of consumer attitudes towards local campaigns. The scope of the study includes local campaigns that promoted by non-governmental organizations and local supermarket associations and encouraged to shop at local supermarkets, and consumers who were exposed to these campaigns. In this context, data was collected via face-to-face survey and evaluated by path analysis. As a result, it has been found that the collectivism values of the consumers positively affect the ethnocentrism levels. In addition, it has been found that consumers’ attitudes towards local campaigns have a partial and full mediation effect on the positive effect of ethnocentrism levels on purchase intentions of products from local supermarkets.

Measuring the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty: a study of Indian FMCG sector

Indian FMCG market is home to many successful global brands. Of late, few indigenous brands have managed to grab a significant market share by offering herbal products. These brands have tried to win consumers' favour by motivating consumer ethnocentrism and shaping consumer beliefs for benefits of using herbal products. In this paper, the researcher has studied the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty, mediated by brand trust and brand affect. Descriptive research design was used to conduct the research. Data was collected from 458 respondents. Statistical tools like Cronbach alpha; exploratory factor analysis, confirmatory factor analysis and structural equation modelling were used to arrive at empirical results. The results establish that consumers' belief for herbal products have a stronger impact on brand affect and brand trust, which further influences brand loyalty. The results also established the mediating role of brand affect and brand trust.

Measuring the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty: a study of Indian FMCG sector

Measuring the effect of consumer ethnocentrism and consumer beliefs for herbal products on brand loyalty: a study of Indian FMCG sector

Do strained bilateral relations affect tourists’ desire to visit a country that is a target of animosity?

ABSTRACTThis study examines the attractiveness of destination tourism offerings when the destination country and the source market country are engaged in ongoing political and economic conflict. The study is set in the Russia–United States (US) context, where Russia is the tourism-generating region and the US are the vacation destination. Specifically, the study investigates how the desire of Russian tourists to vacation in the US is affected by perceptions of the US as a country and as a vacation destination, animosity toward the US, and Russian touristsʼ level of national attachment and ethnocentric tendencies. The study found that country image, destination image, and general animosity have a direct effect on intention to visit. The effects of consumer ethnocentrism and national situational animosity on intention to visit are mediated by destination image and country image respectively.

The Effects of Consumer Ethnocentrism and Consumer Animosity on the Willingness to Buy with the Mediating Role of Products Judgments: Children's Food Case

With the growth of international business and travel, Vietnamese consumers are increasingly confronted with foreign products and services especially children's foods. However, some negative attitudes towards foreign products can arise from several factors such as historic or ongoing political, military, economic, or diplomatic events. Thus, both consumer ethnocentrism and consumer animosity have become important constructs in marketing. The purpose of this study is to investigate whether consumer ethnocentrism and consumer animosity affect Willingness to buy towards Chinese Children's foods and whether this impact is mediated by products judgments. Structural equation modeling was used to analyze the data collected from 846 personal interviews carried out in three Vietnamese cities (Hanoi, Danang, and Ho Chi Minh). The findings of the research indicate that consumer ethnocentrism increases consumer animosity. The present study also denotes that both consumer ethnocentrism and animosity have a negative impact on Willingness to buy toward Chinese children's foods. Product judgments may not be an important mediating factor between consumers' animosity - Willingness to buy and between consumer ethnocentrism - Willingness to buy toward Chinese Children's foods.

The effects of consumer ethnocentrism on Vietnamese brand credibility and perceived value - A Study of Vietnamese branded smartphone

This study investigated the role of consumer ethnocentrism on the perception of brand credibility in the case of Vietnamese branded smartphone – a high-tech, multiplevalue product being manufactured locally. Based on a survey of 259 consumers, the analysis revealed that ethnocentrism exerts a strong impact on brand credibility which leads to positive product judgement and perceived value. Ethnocentrism also has a direct impact on the perceived value of Vietnamese branded smartphone, resulting in the willingess-to-buy. Besides contributing to the current literature, the findings also provide suggestions for new Vietnamese smartphone brands to develop brand credibility on the basis of consumer ethnocentrism

The Effects of Consumer Ethnocentrism and Advertising on Brand Choice of Chinese Millenials

The Effects of Consumer Ethnocentrism and Advertising on Brand Choice of Chinese Millenials

Broad and Narrow Country-of-Origin Effects and the Domestic Country Bias

ABSTRACTAcross three studies and three countries, this research specifies the effect of consumer ethnocentrism on domestic country bias. Extending extant research, it distinguishes the moderating effects of broad (country image, country production image) and narrow (country product category image) country-of-origin effects, demonstrating that the latter mitigate domestic country bias more strongly than the former. Moreover, nationality emerges as an antecedent of consumer ethnocentrism and domestic country bias. The findings enable international marketers to predict domestic country bias in different country markets. Additionally, this research advocates using a finer-grained, narrow view of country-of-origin effects, instead of a broad perspective.