Logo image
Back
Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: A study from Russia
Journal article   Peer reviewed

Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market: A study from Russia

Marina Puzakova, Hyokjin Kwak and Trina larsen Andras
International journal of advertising, v 29(5), pp 727-764
01 Jan 2010
DOI: https://doi.org/10.2501/S0265048710201440

Abstract

Consumer ethnocentrism is considered an important barrier to consumption in the global marketplace. Although the concept of consumer ethnocentrism has been investigated over many years in developed markets, there is little research addressing the mitigation of consumer ethnocentrism in transitional economies, which are becoming increasingly important in the global marketplace. One such market, Russia, represents a major potential investment opportunity for global marketers. In this study, we undertake an exploratory study investigating consumer ethnocentrism's negative influence on Russians' attitudes towards foreign products and their frequency of purchase of foreign products. We also demonstrate that the influence of consumer ethnocentrism on the frequency of purchase of foreign products is moderated by consumers' exposure to mass communication (i.e. exposure to television, exposure to foreign movies) and by marketing communication efforts (i.e. exposure to foreign product advertising, involvement with foreign product advertising). In addition to extending theoretical research to a transitional, non-Western context, the empirical results also provide implications for international advertising practitioners.

Metrics

12 Record Views
12 citations in Web of Science

Details

InCites Highlights

Data related to this publication, from InCites Benchmarking & Analytics tool:

Web of Science research areas
Business
Communication
Logo image