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The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands

Year: 2015

Type: article

Abstract: 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.

Source: Lahore Journal of Business

DOI: 10.35536/ljb.2015.v3.i2.a2

Authors: Mehrukh Salman, Uswa Naeem

Institution: Lahore School of Economics

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W2997547409

FWCI: 1.656

Cites: 50

Cited by: 17

Related to: 10