Xenocentrism, Ethnocentrism, and Global Culture Influence on Consumer Preference for Global and Local Brands

Cucato, Jussara da Silva Teixeira; Bizarrias, Flávio Santino; Strehlau, Vivian Iara; Rocha, Thelma Valéria; Silva, Dirceu da

doi:10.1080/08961530.2022.2109231

Cited by 5 publications

(3 citation statements)

References 58 publications

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“…However, local goods such as food and non‐alcoholic beverages reflect cultural values and are viewed to shape and reinforce a distinctly Chinese identity (Zhou & Belk, 2004). Our findings also corroborate Cucato et al's (2022) findings that the global preference bias seems to depend on the extent to which an individual is willing to prefer what is global over what is local. Individuals in this study, particularly women, feel more empowered when interacting with other cultural elements (individuals or products).…”

Section: Discussionsupporting

confidence: 91%

Local consumer well‐being in a multicultural marketplace: From conflict to engagement

Elsharnouby

Maher

2023

Int J Consumer Studies

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This study offers a nuanced understanding of how local consumers experience, interpret and acculturate to expatriates' practices within a multicultural marketplace. We adopt Demangeot et al. bridge framework and its marketplace domains (security, visibility, opportunity, utility, intercultural competence and cultural navigability) to unpack locals' consumption patterns and experiences that produce multicultural tensions or multicultural engagement that contributes to locals' well‐being. Data were collected via 2 focus groups and 20 in‐depth interviews with local consumers in Qatar. The findings offer several theoretical and managerial insights that could enrich the scant literature on acculturation of local minorities within multicultural non‐homogenous societies and enhance our understanding of how local consumers engage with culturally different experiences.

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Section: Discussionsupporting

confidence: 91%

Local consumer well‐being in a multicultural marketplace: From conflict to engagement

Elsharnouby

Maher

2023

Int J Consumer Studies

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“…There has been accumulated evidence of bias towards the global in recent studies (Lu, 2018) and former literature (Batra et al, 2000). There might be a tendency in developing countries for the search of uniqueness aspects for their identity (Snyder & Fromkin, 1980), as the influence of a global culture and lifestyle on consumer local/global brand preference affects consumer preference (Cucato et al, 2022). Although the consensus on brand preference theory holds that consumers prefer brands that are congruent with their identities (Zhang & Khare, 2009), some studies has challenged this general assumption by investigating certain conditions under which congruence can be more malleable, producing unexpected results.…”

Section: Introductionmentioning

confidence: 99%

“…This research focused on three literature gaps of global marketing, This approach aims to pioneer a better explanation of the phenomenon, from its formation, increase and control. Studies on xenocentrism have opted to measure the phenomenon (Mueller et al, 2020, Rojas-Méndez & Chapa, 2020 and to directly explain global brand preference (Mahmoud et al, 2021, Nguyen & Pham, 2021, Centeno, 202, Venugopal et al, 2022, Zhang et al, 2022, not their underlying mechanisms, as some recent researches have proposed (Arora & Arora , 2020, Jiang & Christian, 2022, Cucato et al, 2022.…”

Section: Introductionmentioning

confidence: 99%

Investigating global brand preference bias among low-status consumers

Bizarrias,

Strehlau,

Cucato

et al. 2024

Rev. Bras. Mark.

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Objective - This study reconciles system justification theory (SJT), intersectionality awareness (IA), and dual attitudes (DA) to determine the conscious-unconscious relationship between consumer identity and global brand preference bias in low-status consumers. Method - We performed three experimental studies: First, we observed the discrepancy between explicit/conscious and implicit/unconscious (DA) global brand attitudes according to established social order (SJT), even if a status quo bias exerts influence. Second, we propose the moderation of the disidentification, which emphasizes the rejection of local elements in this process. Lastly, we propose the mitigation of the disidentification effects through status quo awareness, or Intersectionality Awareness (IA). Relevance/originality – The literature of low-status consumers’ identity relation to brand preference is still developing when tapping multiple layers of perspectives, such as disidentification and identity awareness, and conscious and unconscious processes. The comprehension of this interaction allows a better understanding of the global brand preference bias. Main results – We identified conflicting conscious and unconscious global brand attitudes, potentialized through disidentification with domestic values, those that represent the home country consumer, although their effect can be mitigated by intersectionality awareness. Theoretical/methodological contributions – Theoretically, this study advances the knowledge about global brand preference, including the status quo/awareness theory to better understand the customer-brand relationship. Methodologically, we advanced by employing an unconscious-based technique to address the phenomenon. Social/management contributions – The study explains brand preference bias through the mechanism of disidentification, and their control through social awareness, expanding practitioners’ horizons beyond brand strategies, to consider deep human identity mechanisms. For the individuals and the society, the study proposes understanding on the potential side effects of consumer-brand relationships, presenting coping strategies to deal with this phenomenon, promoting more equality and inclusion.

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Ethnocentrism and Xenocentrism Among Indian Consumers Towards Global Technology Brands: Importance of Brand Image and Brand Attitude

Kara,

Prasad,

Spillan

2024

Journal of International Consumer Marketing

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Xenocentrism, Ethnocentrism, and Global Culture Influence on Consumer Preference for Global and Local Brands

Cited by 5 publications

References 58 publications

Local consumer well‐being in a multicultural marketplace: From conflict to engagement

Local consumer well‐being in a multicultural marketplace: From conflict to engagement

Investigating global brand preference bias among low-status consumers

Ethnocentrism and Xenocentrism Among Indian Consumers Towards Global Technology Brands: Importance of Brand Image and Brand Attitude

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