Document Type : Research Paper
Abstract
This paper aims to investigate the Consumer Ethnocentrism and its effect on the consumers’ Attitude Toward Importing and consequently on the Purchase Intention of products. The methodology used in this
research is descriptive of study type. Our statistical population incorporated all of the faculty members and personnel of Allameh Tabataba’i University. The sampling method was random and relative stratified, from which 284 people were chosen. After collecting the questionnaires and doing statistical analysis such as simple and multivariable Linear Regression, it was concluded that our statistical population has rather low ethnocentrism. Also, it is verified that Perceived Product Necessity moderates the effect of Consumers
Ethnocentrism on the Attitude Toward Importing and Attitude Toward Importing affects Imports Purchase Intention.
Keywords
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origin matter for low-involvement products?" International Marketing
Review, 21(1), 102-120.
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Country-of-Origin Effects, and Consumer Ethnocentrism: A
Multidimansional Unfolding Approach". Journal of the Academy of
Marketing Science, 32(1), 80-94.
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Ramachander, S. (2000). "Effects of brand local and non-local origin on
consumer attitudes in developing countries". Journal of Consumer
Psychology, 9(2), 83–5.
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purchase decisions: Development and testing of a comprehensive
theoretical model. Ph.D. Dissertation, The State University of New
York.
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Cultural Comparison of Consumer Ethnocentrism in the United States
and Russia". Journal of International Consumer Marketing, 9(4), 73-
93.
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Journal of the Academy of Marketing Science, 20, 261-264.
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quality". International Journal of Retail & Distribution
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consumer ethnocentrism in Chinese societies". Journal of Consumer
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products: An analysis of product-country image and ethnocentrism".
European Journal of Marketing 36(7/8), 928-950.
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attitudes toward foreign service providers. Ph.D. Dissertation,
Cleveland State University.
18. Klein, J. G., Ettenson R., and Morris, M. D. (1998). "The Animosity
Model of Foreign Product Purchase: An Empirical Test in the People’s
Republic of China". Journal of Marketing, 62(1), 89-100.
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lifestyle dimensions and ethnocentrism: an empirical study". European
Journal of Marketing 33(5/6), 470-487.
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purchase intention toward a United States versus local brand". Journal
of Business Research, 62, 521-527.
21. Kwak, H., Jaju, A., and Larsen, T. (2006). "Consumer Ethnocentrism
Offline and Online: The Mediating Role of Marketing Efforts and
Personality Traits in the United States, South Korea, and India". Journal
of the Academy of Marketing Science, 34(3), 367-385.
22. Lindquist, J. D., Vida, I., Plank, R. E., and Fairhurst, A. (2001). "The
modified CETSCALE: validity tests in the Czech Republic Hungary, and
Poland". International Business Review, 10(5), 505–516.
23. Liu, F., Murphy, J., Li, J., and Liu, X. (2007). "English and Chinese?
The Role of Consumer Ethnocentrism and Country or Origin in Chinese
Attitude towarde Store Signs". Australasian Marketing Journal. 14(2),
5-16.
24. Luthy, M. R. (2007). "Conducting International Consumer
Ethnocentrism Surveys". Journal of International Business Research,
6(2), 33-42.
25. Moon, B. J. (1997). Consumer Processing of International
Advertizing: The Roles of Country of Origin Perception, Consumer
Ethnocentrism, and Country Attitude. Ph.D. Dissertation, The
University of Connecticut.
26. Nagashima, A. (1970). "A comparison of Japanese and US attitudes
toward foreign products". Journal of Marketing, 34, 68-74.
27. Netemeyer, R. G., Durvasula, S., and Lichtenstein, D. R. (1991). "A
Cross-national Assessment of the Reliability and Validity of the
CETSCALE". Journal of Marketing Research, 28 (August), 320-327.
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a test of antecedents and moderators". Journal of the Academy of
Marketing Science, 23(1), 26-37.
32. Shimp, T. A., and Sharma, S. (1987). "Consumer ethnocentrism:
Construction and validation of the CETSCALE". Journal of Marketing
Research, 27, 280–289.
33. Shin, J. (1993). Antecedent and moderators of consumer
ethnocentrism, and the effect of source country characteristics on
consumer’ attitudes toward purchasing imported product
categories. Ph.D. Dissertation, University of South Carolina.
34. Spillan, J. E., Kucukemiroglu, O., and Harcar, T. (2007). "Consumer
Perceptions of Foreign Products: An Analysis of Product-Country
Images and Ethnocentrism in Guatemala". The Business Review,
Cambridge, 8(1), 283-289.
35. Yoo, B., Donthu, N., and Lee, S. (2000). "An examination of selected
marketing mix elements and brand equity". Journal of the Academy of
Marketing Science, 28(2), 195–211.
36. Wang, C. L., and Chen, Z. X. (2004). "Consumer ethnocentrism and
willingness to buy domestic products in a developing country setting:
testing moderating effects". The Journal of Consumer Marketing,
21(6), 391-400.
37. Watson, J.J., and Wright, K. (2000). "Consumer ethnocentrism and
attitudes toward domestic and foreign products". European Journal of
Marketing, 34(9/10), 1149-66
)