Consumer ethnocentrism: an integrative review of its antecedents and consequences

Shankarmahesh, Mahesh N.

doi:10.1108/02651330610660065

Cited by 471 publications

(558 citation statements)

References 51 publications

(101 reference statements)

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“…Consumer ethnocentrism is largely based on external social norm or a prescriptive course of actions, i.e., what consumers should do with respect to their consumption practices in order to prevent adverse effects on domestic employment and the economic welfare of their country (Pecotich and Rosenthal 2001;Sharma et al 1995). It may also be driven by consumer animosity which refers to "remnants of antipathy related to previous or ongoing military, political, or economic events which affect consumer purchase behaviour in the international marketplace" (Klein, Ettenson and Morris 1998, p. 90;Shankarmahesh 2006). For example, the event known as the Nanjing Massacre led to Chinese consumers' animosity toward Japanese products ).…”

Section: Consumer Ethnocentrismmentioning

confidence: 99%

Brand origin and country of production congruity: Evidence from the UK and China

Eng

Ozdemir

Michelson

2016

Journal of Business Research

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The process of manufacturing and marketing international products is increasingly complex and especially for multinational corporations that strive to lower production costs while adapting their products and services to match local preferences. Localization of international business has been shown to generate differing country of origin (COO) effects in terms of the brand origin and country of production (COP) congruity issue. Both country of production and brand origin may not be the same, which questions the effect of incongruity on a brand, consumer ethnocentrism and localization issues particularly when a well known brand is from a developed country and COP is in a developing country. This study extends past studies on the COO effect to examine whether a negative COP affects consumer product perception and consumer purchase decision of a wellknown brand. Hypotheses are tested empirically against survey consumer data from the UK (developed country) and People's Republic of China (developing country) using Sony as a global brand. The main findings show that both brand origin and COP are particularly important for consumers in a developed country in their product evaluations while perceived brand image of a developing country and price are key factors for consumers in a developing country. In addition, knowledge of the extent of consumer ethnocentrism can be a major determinant for branding decisions related to using product information cues about country of production and/or an international brand image.

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Section: Consumer Ethnocentrismmentioning

confidence: 99%

Brand origin and country of production congruity: Evidence from the UK and China

Eng

Ozdemir

Michelson

2016

Journal of Business Research

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“…The academic literature in business and marketing, for instance, has documented a positive relationship between patriotism and consumer propensity to purchase domestic goods (Shankarmahesh, 2006). In financial markets too, there is evidence suggesting that patriotism is an important determinant of investor behavior.…”

Section: Introductionmentioning

confidence: 99%

Patriotic name bias and stock returns

Benos

Jochec

2013

Journal of Financial Markets

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Companies whose names contain the words "America(n)" or "USA" earn positive abnormal returns of about 6% per annum during the Second World War, the War in Korea and the War on Terror. These abnormal returns are not realized immediately upon the outbreak of each of the wars but are accumulated gradually during wartime. Given that no such effect is observed for the Vietnam War, we hypothesize that major, victorious wars arouse investors' patriotic feelings and cause them to gradually and perhaps subconsciously gravitate toward stocks whose name has a patriotic flavor.

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“…Demographic dimensions are widely accepted, easily quantified and consumers are effortlessly classified on such basis (Kucukemiroglu, 1999). Despite the importance of consumer ethnocentrism on the one hand and demographic characteristics on the other hand, numerous researchers (Caruana, 1996;Pharr, 2005;Shankarmahesh, 2006) have pointed out that the existing literature dealing with consumer ethnocentrism and the effect of age, gender, and income on consumer ethnocentrism is unclear and conflicting, and represents a research gap. Earlier studies claimed that there was no consensus about how age, gender, and income affected consumer ethnocentrism (Josiassen et al, 2011).…”

Section: Theoretical Framework Of the Researchmentioning

confidence: 99%

Key Factors Determining the Ethnocentric Tendencies of Consumers in Serbia

Gašević¹,

Tomašević²,

Vranješ³

2017

Manage: J. Sustainable Bus. Manage, Solutions Emerging Econ.

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Ethnocentric behaviour of consumers is related to the attitude and intentions of consumers when deciding upon purchasing a product, i.e., it is such a kind of behaviour which implies giving priority to purchasing domestic rather than foreign products. The results of a large number of studies show that not all consumers are equally ethnocentric. Therefore, it is of utmost significance to realize that consumers rely on various signals and make different decisions depending on their inclinations towards consumer ethnocentrism. The aim of this paper is to examine the influence and interaction of demographic characteristics of respondents in Serbia on consumer ethnocentrism. Several statistical techniques that provided support during the testing of research hypotheses have been applied in the preparation of this paper. We used nonparametric techniques (Mann-Whitney U test and Kruskal-Wallis test). The results indicate that men are more ethnocentric than women, as well as persons with lower level of education than those with higher level of education. Also, the results have shown that respondents who achieve the highest level of income are not ethnocentric in the least. In addition, it has been established that there is no statistically significant impact of the criteria of the year on the level of consumer ethnocentrism. The research results provide useful information for marketers and managers of companies that currently operate or are planning to enter Serbian market in the forthcoming period. Another great benefit is reflected in the fact that these results draw the managers' attention to the fact which consumer groups are the most ethnocentric and thus allow the creation of high quality strategies.

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Consumer ethnocentrism: an integrative review of its antecedents and consequences

Cited by 471 publications

References 51 publications

Brand origin and country of production congruity: Evidence from the UK and China

Brand origin and country of production congruity: Evidence from the UK and China

Patriotic name bias and stock returns

Key Factors Determining the Ethnocentric Tendencies of Consumers in Serbia

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