The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands
2015 ◽
Vol 3
(2)
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pp. 17-34
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Keyword(s):
This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect to local brands. Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.
2021 ◽
Vol 14
(8)
◽
pp. 145-158
2017 ◽
Vol 7
(1)
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pp. 45-58
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2011 ◽
Vol 14
(6)
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pp. 1071-1079
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2016 ◽
Vol 4
(11)
◽
pp. 122-136
2008 ◽
Vol 36
(8)
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pp. 1097-1110
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2021 ◽
Vol 7
(2)
◽
pp. 241