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Personal cultural orientation and consumer ethnocentrism: Exploring the moderating role of gender

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dc.title Personal cultural orientation and consumer ethnocentrism: Exploring the moderating role of gender en
dc.contributor.author Wanninayake, W.M.C. Bandara
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Hradec Economic Days 2012, pt II
dc.identifier.isbn 978-80-7435-172-3
dc.date.issued 2012
dc.citation.spage 221
dc.citation.epage 226
dc.event.title 10th International Scientific Conference on Hradec Economic Days 2012: Economic Development and Management of Regions
dc.event.location Hradec Kralové
utb.event.state-en Czech Republic
utb.event.state-cs Česká republika
dc.event.sdate 2012-01-31
dc.event.edate 2012-02-01
dc.type conferenceObject
dc.language.iso en
dc.publisher Gaudeamus
dc.relation.uri https://uni.uhk.cz/hed/site/assets/files/1051/proceedings_2012_2.pdf#page=222
dc.subject consumer ethnocentrism en
dc.subject cultural orientation en
dc.subject local brand biasness en
dc.description.abstract The purpose of this paper is to examine certain aspects of the relationship between personal cultural orientation and consumer ethnocentrism (CE) in the context of young educated customers in Sri Lanka. The sample was drawn from university students who are usually buying FMCG product categories. Self administrated questionnaire was distributed among 80 randomly selected respondents including both male and female. The reliability of all scales was found to be acceptable since Cronbach's Alpha values were higher than 0.6. The findings revealed that collectivism, masculinity and uncertainty avoidance display positive correlation with CE. Power distance and long term orientation have negative correlation with CE. However there is no significant difference between male and females in terms of CE and Local brand biasness. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007331
utb.identifier.obdid 43868823
utb.identifier.wok 000393447500037
utb.source d-wok
dc.date.accessioned 2017-09-08T12:14:41Z
dc.date.available 2017-09-08T12:14:41Z
utb.contributor.internalauthor Wanninayake, W.M.C. Bandara
utb.contributor.internalauthor Chovancová, Miloslava
utb.fulltext.affiliation W.M.C.Bandara Wanninayake, Miloslava Chovancová Tomas Bata University in Zlín bwanninayake@gmail.com, chovancova@fame.utb.cz
utb.fulltext.dates -
utb.fulltext.references [1] KOJO, S., JOHN, H. W. & MARICA, M. The role of consumer ethnocentrism in a buy national campaign in a transitioning country :Some evidence from Slovakia, International Journal of Emerging Markets , Vol. 5 n. 2, 2010, p.203-226,2010, ISBN ISSN :1746-8809 [2] SAMIEE, S. Customer evaluation of products in a global market, Journal of International Business Studies , Vol. 25 n. 3, 1994, p. 579-604, ISSN: 00472506 [3] SHANKARMAHESH, M.N. Consumer ethnocentrism: an integrative review of its antecedents and consequences, International Marketing Review , Vol. 23 n. 2, 2006, p. 146-72, ISSN :0265-1335 [4] SHARMA, S., SHIMP, T.A. AND SHIN, J. Consumer ethnocentrism: a test of antecedents and moderators, Journal of the Academy of Marketing Science , Vol. 23 n. 1, 1995, p. 26-37, ISSN : 0092-0703. [5] SIEMIENIAKO, D., KUBACKI, K., GLIN ́SKA, E. & KROT, K. National and regional ethnocentrism: a case study of beer consumers in Poland, British Food Journal , Vol. 113 n. 3, 2011, p. 404-418, ISSN 0007-070X [6] VIDA, I., DMITROVIC ́, T. AND OBADIA, C. The role of ethnic affiliation in consumer ethnocentrism, European Journal of Marketing , Vol. 42, n 3/4, 2008, p. 327-43, ISSN: 0309-0566 [7] YOO, B. & DONTHU, N. The Effect of Personal Cultural Orientation on Consumer Ethnocentrism: Evaluations and Behaviors of U.S. Consumers Toward Japanese Products, Journal of International Consumer Marketing , Vol. 18, n.1/2, 2005, p.07 - 44 ISSN : 1528-7068
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