Extending consumer ethnocentrism theory: the moderating effect test

2018 ◽  
Vol 30 (4) ◽  
pp. 907-926 ◽  
Author(s):  
Yung-Shen Yen
Keyword(s):  
Developing Countries ◽  
Brand Image ◽  
Perceived Quality ◽  
Moderating Effect ◽  
High Price ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Willingness To Buy ◽  
Perceived Price ◽  
Domestic Products

Purpose While the idea that consumer ethnocentrism influences the willingness to buy domestic products is a well-known assumption for marketers, the purpose of this paper is to examine the moderating effect of consumer ethnocentrism on the willingness to buy domestic products in developing countries. Design/methodology/approach Hierarchical moderator regression analysis and simple slope analysis are used to test the postulated hypotheses, and 385 consumers in Taiwan are studied. Findings The findings revealed that consumer ethnocentrism, perceived quality, perceived price and perceived brand image are significantly associated with the willingness to buy domestic products. Moreover, consumer ethnocentrism significantly moderates the relationships of the model. Research limitations/implications Consumer ethnocentrism increases the positive effects of perceived quality and perceived brand image on the willingness to buy domestic products in developing countries, whereas it may increase the negative effect of perceived price on the willingness to buy domestic products. Practical implications The results of this study suggest that practitioners should not only improve the quality and brand image of domestic products but also avoid putting a high price on domestic products to increase the willingness to buy domestic products for consumers in developing countries. Originality/value This study advances the consumer ethnocentrism theory by adding the moderating effect of consumer ethnocentrism to the model.

scholarly journals Niat Beli Sepatu Merek Lokal oleh Generasi Muda: Pengaruh Consumer Ethnocentrism, Perceived Quality, Perceived Price, dan Perceived Brand Image

2021 ◽  
Vol 9 (2) ◽  
pp. 617
Author(s):  
Lailatul Maghfiroh ◽  
Sri Setyo Iriani
Keyword(s):  
Brand Image ◽  
Perceived Quality ◽  
Business Development ◽  
Online Questionnaire ◽  
Consumer Ethnocentrism ◽  
Foreign Brand ◽  
Willingness To Buy ◽  
Perceived Price ◽  
Producer Country ◽  
Spss Software

Indonesia is one of the top 4 world footwear producers. On the other hand, there are many well-known foreign brand shoes in Indonesia. Ventela is one of a famous shoes local brand in Indonesia. The local consumers have preferences concerning the shoe producer country of origin. Local people prefer to buy local brand shoes if they have an ethnocentric taste and good perceptions about the local brand. Therefore, this study aims to determine the effect of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image toward a willingness to buy Ventela shoes. The survey was conducted using an online questionnaire and collected data from 205 young generations. Multiple linear regression in SPSS software was used to analyze the collected data. This study shows that consumer ethnocentrism, perceived quality, and perceived price significantly affected willingness to buy. Meanwhile, the perceived brand image had no significant effect on willingness to buy. Further research is suggested to compare several local fashion brands with different positioning. The results of this study can be used as input for Ventela shoes in facing business competition and business development by paying attention to the variables used.

scholarly journals “VIETNAMESE CONSUMES VIETNAMESE PRODUCTS”: THE ROLE OF ETHNOCENTRISM, PERCEIVED QUALITY AND PERCEIVED PRICE ON WILLINGNESS TO BUY

2011 ◽  
Vol 14 (3) ◽  
pp. 56-67
Author(s):  
Hau Nguyen Le ◽  
Quynh Truc Tran ◽  
Anh Duc Le
Keyword(s):  
Structural Model ◽  
Positive Impact ◽  
Perceived Quality ◽  
Willingness To Buy ◽  
Perceived Price ◽  
Managerial Implications ◽  
Using Data ◽  
The Impact ◽  
Domestic Products

This study investigates the impact of ethnocentrism, perceived quality and perceived price on the extent of consumer willingness to buy domestic garment products. A structural model has been estimated using data collected from 422 consumers in HCM city. The results indicate that perceived price and ethnocentrism have direct positive impacts and perceived quality have indirect positive impact on the willingness to buy domestic products. Perceived quality and ethnocentrism also have an impact on the perceived price. Based on these findings, theoretical as well as managerial implications have been discussed.

Investigating the antecedents of halal brand product purchase intention: an empirical investigation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Afzaal Ali ◽  
Mehkar Sherwani ◽  
Adnan Ali ◽  
Zeeshan Ali ◽  
Mariam Sherwani
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Trust ◽  
Content Type ◽  
Muslim Countries ◽  
Chinese Muslims ◽  
Halal Food ◽  
Brand Satisfaction

Purpose This paper aims to apply the concept of traditional branding constructs, i.e. brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty to a less explored field of halal brand products – halal brand image, halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Second, the present research is an effort to empirically validate the interrelationships among branding constructs such as brand image, brand perceived quality, brand satisfaction, brand trust and brand loyalty in a holistic framework to confirm whether these branding constructs also work for the halal brand in the same way to gauge Chinese Muslims consumers’ purchasing intentions. Design/methodology/approach This research used cross-sectional data from 481 Chinese Muslim students at 9 universities located in 3 cities of China through face-to-face and online survey methods. Data were collected from the consumers of halal milk brand. A theoretical model with the hypothesized relationships was tested with the help of the structural equation modelling procedure. Findings The results suggest that halal brand image has a significant and positive influence on the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty. Similarly, the halal brand perceived quality, halal brand satisfaction, halal brand trust and halal brand loyalty significantly influence consumer halal brand purchase intention. Research limitations/implications This study is conducted in the halal food sector of China and specific religious and migration contexts. Further investigations of the halal food purchasing behaviour of local Muslims, as well as international Muslim students in those Western countries which are famous destinations for international students for education, could yield varying results. Practical implications The outcomes achieved are helpful for commerce and government organizations for policy development to better meet the burgeoning demand for halal products by Chinese Muslims. These are also very helpful for producers and exporters who intend to penetrate the halal market in non-Muslim-dominant countries such as China. Originality/value Studies on understanding Muslim consumers’ purchasing behaviours in non-Muslim countries are limited. Given the fact, numbers of Muslims seem a smaller amount of China’s total population, but their total numbers are large compared with total numbers in many Muslim countries. Therefore, understanding their purchasing behaviours for halal products and influential determinants concerning such purchasing behaviours adds to the literature and helps the industry to better serve and capitalise on the growing market.

CRM dimensions and performance of SMEs in Yemen: the moderating role of human capital

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nagwan Abdulwahab AlQershi ◽  
Sany Sanuri Mohd Mokhtar ◽  
Zakaria Bin Abas
Keyword(s):  
Developing Countries ◽  
Human Capital ◽  
Knowledge Management ◽  
Organizational Performance ◽  
Manufacturing Sector ◽  
Moderating Effect ◽  
Customer Focus ◽  
Content Type ◽  
The Impact ◽  
Key Customer

PurposeThis paper examines the interaction of human capital and CRM on the performance of SMEs in Yemen.Design/methodology/approachThe study used a quantitative approach in investigating the interacting effect of human capital on the relationship between CRM and SMEs' performance in Yemen. The PLS-SEM analysis was performed to test the hypotheses.FindingsIt was observed that key customer focus, technology-based CRM and CRM knowledge management were effective drivers of SME performance, but not CRM organization tools. It was also ascertained that human capital has no moderating effect on the key customer focus and knowledge management relationships with performance, although it does moderate the relationships between performance and CRM organization and technology-based CRM respectively.Research limitations/implicationsBecause this study is limited to manufacturing SMEs in Yemen, the results cannot be generalized to other types of industry such as services, whose structure and vision differ from those of manufacturing SMEs. While the current results may be appropriate for SMEs in other developing countries, the researcher believes they are unsuitable for SMEs in advanced economies with different financial structures and employee and management cultures.Practical implicationsThe empirical insights of this study are valuable for the owners, managers and professionals in the SMEs manufacturing sector in developing countries, to enrich their organizational performance through CRM adoption, while considering the moderating effect of human capital.Originality/valueThis is the first empirical work to confirm way the main drivers of human capital, including in the analysis the impact of CRM dimensions and SME performance, in the context of the manufacturing sector. In support of an original conceptual model, the insights contribute to the literature on CRM, SMEs in the manufacturing sector, human capital and emerging economies.

The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Byoungho Ellie Jin ◽  
Heesoon Yang ◽  
Naeun Lauren Kim
Keyword(s):  
National Culture ◽  
Structural Equation ◽  
Brand Image ◽  
Positive Influence ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Equation Modeling ◽  
Country Image ◽  
Chinese Consumers ◽  
Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

Green purchase behavior: mitigating barriers in developing countries

2017 ◽  
Vol 33 (8) ◽  
pp. 4-6 ◽  
Author(s):  
The Ninh Nguyen ◽  
Thi Thu Hoai Phan ◽  
Tuan Khanh Cao ◽  
Hoang Viet Nguyen
Keyword(s):  
Developing Countries ◽  
Marketing Strategies ◽  
Purchase Behavior ◽  
High Price ◽  
Content Type ◽  
Product Availability ◽  
Key Stakeholders ◽  
Inadequate Information ◽  
Government Leadership ◽  
Social Environmental

Purpose This paper aims to identify the key barriers preventing the consumer purchase of eco-friendly products in developing countries and later suggests intervention strategies to mitigate such barriers. Design/methodology/approach This paper presents the authors’ viewpoint on strategies aimed at promoting green purchases. Findings Key barriers to purchasing green products include their high price, scarce product availability, low level of credibility of eco-labels, and inadequate information. Mitigating these obstacles requires effective government leadership, social initiatives, and marketing strategies, some of which are discussed in this paper. Originality/value This paper would be of interest to key stakeholders including policymakers, marketers, and social-environmental organizations in the development of more effective green strategies.

Can advanced technology affect customer-based brand equity in service firms? An empirical study in upscale hotels

2016 ◽  
Vol 26 (1) ◽  
pp. 2-27 ◽  
Author(s):  
Maja Šeric ◽  
Irene Gil-Saura ◽  
Alejandro Mollá-Descals
Keyword(s):  
Brand Equity ◽  
Brand Image ◽  
Perceived Quality ◽  
Advanced Technology ◽  
Business Strategies ◽  
Service Firms ◽  
Content Type ◽  
Consumer Perspective ◽  
Information And Communication ◽  
The Impact

Purpose – The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined. Design/methodology/approach – The empirical research was conducted in 20 upscale hotels in Rome-Italy, collecting data from 335 guests. Findings – Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the three brand equity dimensions. Research limitations/implications – The lack of significance of ICT impact on loyalty needs further attention. Future studies could center on this specific relationship, examining whether hotel companies that implement technology efficiently are able to deal with loyalty. Practical implications – Managers are encouraged to invest in advanced technologies as their adoption and subsequent perception among guests can shape brand image and perceived service quality, thus influencing brand equity from the consumer perspective. Originality/value – The contributions of this paper are fourfold. First, the ICT and customer-based brand equity concepts are studied together in the hotel context. Second, the inter-relationship among the three brand equity dimensions is analyzed. Third, the model is tested from the guest perceptive, as customers themselves can provide the most valuable inputs for business strategies. Finally, the work contributes to the service field by providing an empirical evidence on the potential and impact of advanced technology.

scholarly journals When Brand Image, Perceived Price, and Perceived Quality Interplay in Predicting Purchase Intention: Developing a Rhombus Model

2022 ◽  
Vol 11 (1) ◽  
pp. 232
Author(s):  
Usep Suhud ◽  
Mamoon Allan ◽  
Sri Rahayu ◽  
Dorojatun Prihandono
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Sampling Technique ◽  
Perceived Quality ◽  
Equation Model ◽  
Predictor Variables ◽  
Study Cohort ◽  
Confirmatory Factor Analyses ◽  
Perceived Price

Rhombus model is a theoretical framework to measure consumers’ particular behaviour. It consists of three predictor variables that can swap places. This study employs a brand image, perceived price, and perceived quality as predictor variables, and purchase intention as a predicted variable. The study cohort was the consumers of mobile phones with a water proof feature and they were chosen using a convenient sampling technique. In total, 238 participants completed a survey. Data were analysed using exploratory and confirmatory factor analyses to validate data and structural equation model to test hypotheses. We calculated three models with variables that exchange positions. This study provides a new option for presenting data.   Received: 4 September 2021 / Accepted: 7 November 2021 / Published: 3 January 2022

Consumer ethnocentrism and purchasing behavior: moderating effect of demographics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shahin Akbarov
Keyword(s):  
Factor Analysis ◽  
Demographic Variables ◽  
Two Dimensions ◽  
Moderating Effect ◽  
Purchasing Behavior ◽  
Snowball Sampling ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Product Categories ◽  
The Impact

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.

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