Title: Exploring the effects of ethnocentrism and country familiarity in consumer preference and brand recognition

Authors: Ana Sousa; Helena Nobre; Minoo Farhangmehr

Addresses: School of Economics and Management (EEG), University of Minho, Campus de Gualtar, 4710-057 Braga, Portugal ' Department of Economics, Management, Industrial Engineering and Tourism (DEGEIT), University of Aveiro, Campus Universitário de Santiago, 3810-193 Aveiro, Portugal ' School of Economics and Management (EEG), University of Minho, Campus de Gualtar, 4710-057 Braga, Portugal

Abstract: This paper aims to explore the effects of ethnocentrism in consumer preference of domestic versus foreign products. In addition, the paper also aims to explore country-of-origin familiarity in international products/brands recognition. The study departs from the theoretical assumption that country image is a driving factor for brand internationalisation. A quantitative study was carried out on a sample of 177 consumers. Findings suggest that, although country familiarity is an important factor for international brand recognition, consumer product associations are more effective on brand preference and purchase decision. Results also indicate that ethnocentrism seems to act as a barrier for foreign brands, as consumers tend to remember and prefer their own domestic brands.

Keywords: country image; domestic products/brands; country familiarity; country-of-origin; COO; ethnocentrism; brand internationalisation.

DOI: 10.1504/IJBG.2018.089864

International Journal of Business and Globalisation, 2018 Vol.20 No.2, pp.139 - 151

Received: 09 Apr 2016
Accepted: 26 Sep 2016

Published online: 10 Jan 2018 *

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