Journal article
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, v 34(3), pp 367-385
01 Jun 2006
Abstract
Consumer ethnocentrism is an important concept that is used to understand international marketing phenomena. In this article, the authors conduct two empirical studies. Using consumer data from the United States, South Korea, and India (three diverse cultural and economic environments), they explore six hypotheses. In Stage 1, the results suggest that across all three countries, consumer ethnocentrism provokes negative attitudes toward both foreign advertisements and foreign products. The authors identify a set of consumer variables (i.e., consumers' global mind-set) that may mediate consumers' unfavorable attitudes toward foreign advertisements and products derived by consumer ethnocentrism. In Stage 2, the authors find that consumer ethnocentrism dampens consumers' online consumption activities on a foreign Web site. Finally, the authors find that marketers' e-mail communications to foreign consumers mediate consumer ethnocentrism in online environments.
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Details
- Title
- Consumer ethnocentrism offline and online: The mediating role of marketing efforts and personality traits in the United States, South Korea, and India
- Creators
- Hyokjin Kwak - Drexel UniversityAnupam Jaju - George Mason UniversityTrina Larsen - Drexel University
- Publication Details
- Journal of the Academy of Marketing Science, v 34(3), pp 367-385
- Publisher
- Springer Nature
- Number of pages
- 19
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Marketing
- Web of Science ID
- WOS:000238538900008
- Scopus ID
- 2-s2.0-33745039484
- Other Identifier
- 991019169628904721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business