Ethnocentrism, country of origin, and brand perception in a special context
by Yamen Koubaa
International Journal of Business and Emerging Markets (IJBEM), Vol. 1, No. 3, 2009

Abstract: The impact of media on consumers' ethnocentric sense during a special situation (conflict between two countries) is examined. Then, the effect of a developed ethnocentric sense on consumers' perception of foreign-made brands is studied along two brands with different levels of reputation. Results show that consumers' ethnocentrism can be activated by media and oriented by the context. Only extreme ethnocentric attitudes are found to drive consumer behaviour. Respondents exposed to the media campaign evaluate badly the country with which their own country knows a conflict, and therefore express a negative perception for the brands made that country. Highly reputed and less reputed brands perceptions are affected differently when consumers' ethnocentrism is activated.

Online publication date: Mon, 23-Feb-2009

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