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

This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumerâ€™s level of status-seeking motivation is considered when analysing the effect of brandâ€™s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.

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ANALISIS PENILAIAN KONSUMEN PADA EKUITAS MEREK PRODUK HERBAL AYURWEDA PADA KONSUMEN DI KOTA DENPASAR

WIDYA MANAJEMEN ◽

10.32795/widyamanajemen.v1i2.358 ◽

2019 ◽

Vol 1 (2) ◽

pp. 90-112

Author(s):

Ni Luh Adisti Abiyoga Wulandari ◽

Ni Komang Sumadi ◽

Mirah Ayu Trarintya

Keyword(s):

Competitive Advantage ◽

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Sustainable Competitive Advantage ◽

Herbal Products ◽

Traditional Medicines ◽

Brand Association ◽

Significant Difference

Ayurveda is one of the oldest holistic treatments in the world. Ayurveda herbal products have the potential to be developed as health products that have competitive advantages. Sustainable competitive advantage is done through strengthening brand equity, namely brand awareness, brand perceived quality, brand association, and brand loyalty. This research was conducted on consumers in the city of Denpasar, using 200 research respondents. Data collection is done by observation, interviews, questionnaires, and literature studies. The results showed that overall the respondents of the study both non-consumer respondents and consumer respondents had brand awareness, brand association, brand perceived quality, and good brand loyalty in Ayurveda herbal products. Where consumers' perceptions of brand awareness, brand association, brand perceived quality Ayurveda herbal products are higher than non-consumer respondents. In addition, the results of the analysis show that there are significant differences in brand association between consumers who have never consumed consumers who have consumed Ayurveda herbal products. While the perception of brand awareness and brand perceived quality did not show a significant difference in the two groups of respondents. Based on the results of these studies, developing brand equity of Ayurveda herbal products is very important to create competitive advantage. So that consumers are expected to prefer to use Ayurveda herbal products compared to other traditional medicines or modern / synthetic medical drugs that exist today.

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CONSUMER ETHNOCENTRISM AND CONSUMER ASSOCIATIONS WITH SLOVAK BRANDS

CBU International Conference Proceedings ◽

10.12955/cbup.v2.452 ◽

2014 ◽

Vol 2 ◽

pp. 107-112

Author(s):

Lucia Vilčeková

Keyword(s):

Research Methodology ◽

Brand Loyalty ◽

Purchasing Decisions ◽

Buying Behavior ◽

Negative Perception ◽

Research Results ◽

Consumer Ethnocentrism ◽

Consumer Animosity ◽

Foreign Brands ◽

Domestic Products

This paper describes the perception of Slovak consumers toward domestic and foreign brands and examines their associations with Slovak brands. The introduction to country of origin in marketing is provided, followed by a brief description of consumer ethnocentrism and consumer animosity; then description of research methodology is mentioned; and finally, research results are presented.The representative research was conducted in 2013 over a sample of 1,067 Slovak consumers over the age of 16. To capture the spontaneous reactions to Slovak brands, the respondents were asked to name what comes to their mind when they hear the expression “Slovak brand.” Slovak consumers associate domestic brands with quality, tradition, fair prices, and Slovakia. Their primary feelings toward Slovak brands are mostly positive. If they have negative perception, that is only because domestic products are not often available in stores and there is a lack of Slovak brands. Moreover, the consumers were presented with a list of 27 statements concerning their attitude toward domestic and foreign brands and their brand buying behavior. Based on the research results, Slovak consumers can be observed as very brand-oriented and often possess a strong brand loyalty when making purchasing decisions. Slovak consumers are not necessarily patriotic as far as purchasing is concerned. The main reason for buying Slovak products is only to support the economy and the Slovak consumers are very aware of the benefits of supporting domestic production. Nevertheless, consumer ethnocentrism is not typical for Slovaks.

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Impact of consumer ethnocentrism and animosity on brand image and brand loyalty through product judgment

Journal of Islamic Marketing ◽

10.1108/jima-03-2019-0057 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Naveed Iqbal Chaudhry ◽

Sajawal ali Mughal ◽

Javed Iqbal Chaudhry ◽

Usman Tariq Bhatti

Keyword(s):

Brand Loyalty ◽

Online Survey ◽

Brand Image ◽

Negative Impact ◽

Cosmetic Products ◽

Content Type ◽

Consumer Ethnocentrism ◽

The Impact ◽

First Time ◽

Product Judgment

Purpose This study aims to check the impact of consumer ethnocentrism (CE) and animosity on brand image (BI) and brand loyalty (BL) of Indian made cosmetic products in Pakistan and to check the mediation role of product judgment (PJ) related to Indian made cosmetic products in this relationship. Design/methodology/approach In this study, the researcher used quantitative techniques to collect data. Online survey strategy was used for data collection and the technique of purposive sampling was used to select 280 consumers as respondents of said study. SPSS-20 and AMOS-21 were used for data analysis and to test the hypotheses of the study. Findings The results indicate that there is a positive relationship between CE and BL that is the novel result of this study because past studies proved negative relation in CE and BL and there is no direct relationship between CE and BI. The results also indicate that consumer animosity (CA) has a negative impact on BI and BL of Indian made cosmetic products in Pakistan. The results of mediation indicate that PJ is playing partial mediation in this relation. Originality/value This study is for the first time that is conducted in the context of India and Pakistan. Similarly, PJ is tested as a mediator for the first time in the relationship between CE and CA and BI and BL. This study would be beneficial for foreign brands generally and for Indian cosmetic brands specifically. In addition, it may provide help to business students and scholars to further understand and explore these variables in the context of developing countries.

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The Effect of Brand Awareness and Use, Product Awareness and Use on Brand and Product Satisfaction: A Study of Ayurveda Products from India

Asia-Pacific Journal of Management Research and Innovation ◽

10.1177/2319510x20925199 ◽

2020 ◽

Vol 16 (2) ◽

pp. 103-121

Author(s):

Suganya Rama Chandran ◽

Hamsalakshmi Rangarai ◽

Satyanarayana Parayitam

Keyword(s):

Alternative Medicine ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Awareness ◽

Hierarchical Regression ◽

Western World ◽

Herbal Products ◽

Product Use ◽

The Relationship ◽

Brand Satisfaction

This article investigates the relationship between brand awareness and use and brand loyalty of Ayurveda and nature-made herbal products. Ayurveda is emerging as an alternative medicine and is gaining popularity in the world because of no side effects. In this article, a conceptual model is developed and tested. Using a structured survey instrument, data were collected from 720 respondents. After thoroughly checking the psychometric properties of the instrument, data were analysed, and hypotheses were tested. The data were analysed using hierarchical regression and double-checked with structural equation modelling. The results suggest that awareness about Ayurveda leads to change in the attitude of consumers, which in turn, affects positively the product awareness and product use. Attitude is also positively related to brand influence and brand usage. The results also reveal that (a) product use and influence is positively related to consumer’s satisfaction with product; (b) brand use and influence is positively related to consumer’s satisfaction with brand; (c) product satisfaction is positively related to product loyalty; and (d) brand satisfaction is positively related to brand loyalty. The present research has implications for the Ayurveda and nature-made products as an alternative medicine, which is receiving increasing attention in both Asian countries and Western world. In addition to contributing to the existing literature on brand and product, the present study contributes in terms of bringing awareness about the benefits of nature-made products. The implications for both academicians and practitioners are discussed.

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