The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases
DOI:
https://doi.org/10.18533/ijbsr.v3i11.334Keywords:
cosmopolitanism, brand origin identification, foreign product purchases, Estonia, SloveniaAbstract
Current research paper examines cosmopolitanism as a factor underlying consumer decisions to purchase foreign rather than domestic products in three categories of products: alcohol, clothes and furniture. In conceptual model two other theoretical constructs for measuring foreign product purchases are included. These are consumer ethnocentrism and brand origin identification. The measurement model is examined using a data set of 271 and 261 adult consumers inEstoniaandSlovenia. Data is tested via structural equation modeling. The study results confirm the strong and direct effect of consumer cosmopolitanism in foreign product purchases and brand origin identification is confirmed as a mediating variable between consumer ethnocentrism and foreign product purchases. On the other hand, direct relationship between cosmopolitanism and brand origin identification is not supported by conducted study.
References
Aboulnasr, K. 2006. Country of origin effects: The role of information diagnosticity, information typicality and involvement, Marketing Management Journal, Vol. 16, No 1, 1-18.
Ahmed, Z.U., Johnson, H.P., Yang, X., Fatt, C.F., Teng, H.S., Boon, L.C. 2004. Does country of origin matter for low involvements products?, International Marketing Review, Vol. 21, No 1, 102-120.
Alden, D.L., Steenkamp, J.B.E.M., Batra, R. 2006. Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences, International Journal of Research in Marketing, No 23, 227-239.
Altintas, M.A., Tokol, T. 2007. Cultural openness and consumer ethnocentrism: An empirical analysis of Turkish consumers, Marketing Intelligence & Planning, Vol. 25, No 4, 308-325.
Auruskeviciene, V., Vianelli, D., Reardon, J. 2012. Comparison of consumer ethnocentrism behavioural patterns in transitional economies, Transformations in Business and Economics, Vol. 11, No 2 (26), 20-35.
Baggozi, R.P. 1981. Evaluating structural equation models with unobservable variables and measurement error: A comment, Journal of Marketing Research, Vol. 18, August, 375-381.
Balabanis, G., Diamantopoulos, A. 2008. Brand origin identification by consumers: A classification perspective, Journal of International Marketing, Vol. 16, No 1, 39-71.
Balabanis, G., Diamantopoulos, A. 2004. Domestic country bias, country of origin effects, and consumer ethnocentrism: A multidimensional unfolding approach, Journal of the Academy of Marketing Science, Vol. 32, No 1, 80-95.
Balabanis, G., Diamantopoulos, A., Mueller, R.D., Melewar, T.C. 2001. The impact of nationalism, patriotism and internationalism on consumer ethnocentric tendencies, Journal of International Business Studies, No 32, 157-175.
Bandyopadhyay, S., Wongtada, N., Rice, G. 2011. Measuring the impact of inter-attitudinal conflict on consumer evaluations of foreign products, Journal of Consumer Marketing, Vol. 28, No 3, 211-224.
Bartlett, C.A., Ghoshal, S. 1990. Matrix management: not a structure, a frame of mind. Harvard Business Review, Vol. 68, No 4, 138-145.
Batra, R., Ramaswamy, V., Alden, D.L., Steenkamp, J.B.E.M., Ramachander, S. 2000. Effects of brand local and nonlocal origin on consumer attitudes in developing countries, Journal of Consumer Psychology, Vol. 9, No 2, 83-95.
Broniarczyk, S.M., Alba, J.W. 1994. The importance of the brand in brand extension, Journal of Marketing Research, Vol. 31, No 2, 214-228.
Browne, M.W., Cudeck, R. 1993. Alternative ways in assessing model fit, in Bollen, K. A., and Long, J. S. (Eds), Testing Structural Equations Models. Newbury Park, CA: Sage Publications
Bulik, B.S. 2007. Ditch the flags; kids don’t care where you come from internet-oriented
youth don’t know, or bother, about country of origin, Advertising Age, Vol. 78, No. 23, 1.
Caldwell, M., Blackwell, K., Tulloch, K. 2006. Cosmopolitanism as a consumer orientation replicating and extending prior research, Qualitative Market Research: An International Journal, Vol. 9, No 2, 126-139.
Cannon, H.M., Yaprak, A. 2002. Will the real-world citizen please stand up! The many faces of cosmopolitan consumer behaviour, Journal of International Marketing, Vol.10, No 4, 30-D2.
Chryssochoidis, G., Krystallis, A., Perreas, P. 2007. Ethnocentric beliefs and country-of-origin (COO) effect. Impact of country, product and product attributes on Greek consumers’ evaluation of food products, European Journal of Marketing, Vol. 41, No 11/12, 1518-1544.
Cleveland, M., Papadopoulos, N., Laroche, M. 2011. Identity, demographics, and consumer behaviors. International market segmentation across product categories, International Marketing Review, Vol. 28, No 3, 244-266.
Cleveland, M., Laroche, M., Papadopoulos, N. 2009. Cosmopolitanism, consumer ethnocentrism, and materialism: An eight-country study of antecedents and outcomes, Journal of International Marketing, Vol. 17, No 1, 116-146.
Cole, D.A., Martin, N.C., Steiger, J.H. 2005. Empirical and conceptual problems with longitudinal trait-state models: Introducing a trait-state-occasion model, Psychological Methods, Vol. 10, No 1, 3-20.
Craig, C.S., Douglas, S.P. 2000. International marketing research. New York, NY: John Wiley and Sons, LTD.
Crawford J.C., Lamb, C.W. 1982. Effect of worldmindedness among professional buyers upon their willingness to buy foreign products, International Marketing Review, Vol. 13, No 2, 20-38.
DeVellis, R.F. 2003. Scale development: Theory and applications. Thousand Oaks: Sage Publications, CA.
Diamantopoulos, A., Schlegelmilch, B., Palihawadana, D. 2011. The relationship between country-of-origin image and brand image as drivers of purchase intentions. A test of alternative perspectives, International Marketing Review, Vol. 28, No 5, 508-524.
Diamantopoulos, A., Siguaw, J.A. 2008. Introducing Lisrel. A guide for the unitated. London: Sage.
Dmitrović, T., Vida, I. 2010. Consumer behaviour induced by product nationality: The evolution of the field and its theoretical antecedents, Transformation in Business and Economics, Vol. 9, No 19, 145-165.
Dmitrović, T., Vida, I., Reardon J. 2009. Purchase behavior in favor of domestic products in West Balkans, International Business Review, No 18, 523-535.
Douglas, S.P., Craig, C.S. 2007. Collaborative and iterative translation: An alternative to back translation, International Journal of International Marketing, Vol. 15, No 1, 20-43.
Douglas S.P., Nijssen, E.J. 2003. On the use of borrowed scales in cross-national research, International Marketing Review, Vol. 20, No 6, 621-642.
EIER, Estonian Institute of Economic Research. 2009. Estonian people’s eating habits and food purchasing preferences.
Evanschitzky, H., Wangenheim, v.F., Woisetschläger, D., Blut, M. 2008. „Consumer ethnocentrism in the German market, International Marketing Review, Vol. 25, No 1, 7-32.
Fornell, C., Larcker, D.F. 1981. Evaluating structural equation models with unobserved variables and measurement error, Journal of Marketing Research, No 28, 39-50.
Gerbing, D., Anderson, J. 1988. An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing Research, Vol. 25, No 2, 186-192.
Giraldi, J.D.E., Ikeda, A.A. 2009. Personal values and the country-of-origin effect: The moderating role of consumers' demographics. International Journal of Consumer Studies, No 33, 309-315.
Granzin, K.L., Painter, J.J. 2001. Motivational influences on “Buy Domestic” purchasing: Marketing management implications from a study of two nations, Journal of International Marketing, Vol. 9, No 2, 73-96.
Han, C., Terpstra, V. 1988. Country of origin effects for uni-national and bi-national products, Journal of International Business Studies, Vol.19, Summer, 235-255.
Hannerz, U. 1990. Cosmopolitans and locals in a world culture, Theory, Culture and Society, Vol. 7, No 6, 237-251.
Hutchinson, W.J., Alba, J.W. 1991. Ignoring irrelevant information: Situational determinants of consumer learning, The Journal of Consumer Research, Vol. 18, No 3, 325-345.
Jaffe, E., Nebenzahl, I. (Eds) 2006. It’s all in the eyes of the consumer. In National image and competitive advantage: The theory and practice of place branding, 79-109. Herndon, VA: Copenhagen Business School Press.
Javalgi, G.R., Khare, P.V., Gross, C.A., Scherer, R.F. 2005. An application of the consumer ethnocentrism model to French consumers. International Business Review, No 14, 325-344.
Jiménez, N.H., Martin, S.S. 2010. The role of country-of origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity, International Business Review, No 19, 34-45.
Joreskog, K., Sorbom, D. 1993. LISREL 8: Structural equation modeling with the SIMPLIS command language. Scientific Software. Chicago: IL.
Josiassen, A., Assaf, A.G., Karpen I.O. 2011. Consumer ethnocentrism and willingness to buy. Analyszing the role of three demographic consumer characteristics, International Marketing Review,Vol 28, No 6, 627-646.
Keller, K.L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, Vol. 57, No 1, 1-22.
Kumar, N., Stern, L., Achrol, R. 1992. Assessing reseller performance from the perspective of the supplier. Journal of Marketing Research, Vol. 29, May, 238-253.
Lam, S.K., Ahearne, M., Schillewaert, N. 2012. A multinational examination of the
symbolic–instrumental framework of consumer–brand identification, Journal of International Business Studies, No 43, 306-331.
Laroche, M., Papadopoulos, N., Heslop, L.A., Mourali, M. 2005. The influence of country image structure on consumer evaluations of foreign products, International Marketing Review, Vol. 22, No 1, 96-115.
Lee, H.-M., Lee, C.-C., Wu, C.-C. 2011. Brand image strategy affects brand equity after M&A, European Journal of Marketing, Vol. 45, No 7/8, 1091-1111.
Lee, S.T., Chen, F.F. 2008. Country image effect on Taiwanese consumers' willingness to buy from neighboring countries, International Journal of Commerce and Retail Management, Vol. 18, No 2, 166-183.
Levine, R.A., Campbell, T.D. 1972. Ethnocentrism: Theories of conflict, ethnic attitudes and group behavior. New York: John Wiley & Sons, Inc.
Levy, O., Beechler, S., Taylor, S., Boyacigiller, N.A. 2007. What we talk about when we talk about “global mindset”: Managerial cognition in multinational corporations, Journal of International Business Studies, No 38, 231-258.
Liefeld, J.P. 2004. Consumer knowledge and use of country-of-origin information at the point of purchase, Journal of Consumer Behaviour, Vol 4, No 2, 85-96.
Loken, B., Barsalou., L.W., Joiner, C. 2008. Categorization theory and research in consumer psychology: category representation and category-based inference, in Haugtvedt, C.P., Herr, P.M. and Kardes, F.R. (Eds), Handbook of Consumer Psychology, New York, NY: LEA, 133-63.
Magnusson, P., Westjohn, S.A., Zdravkovic, S. 2011. What, I thought Samsung was Japanese: accurate or not, perceived country of origin matters, International Marketing Review, Vol. 28, No 5, 454-472.
Markin, R.J. 1974. Consumer Behavior: A Cognitive Orientation. New York: Macmillan Publishing Co., Inc.
Martin, O.M., Cervino, J. 2011. Towards an integrative framework of brand country of origin recognition determinants. A cross-classified hierarchical model, International Marketing Review, Vol. 28, No 6, 530-558.
Merton, R.K. 1957. Patterns of influence: Local and cosmopolitan influential. Social Theory and Social Structure. New York: The Free Press, 387-420.
Peterson, R.A., Jolibert, A.J.P. 1995. A meta-analysis of country-of-origin effects, Journal of International Business Studies, Vol. 26, No 4, 157-175.
Pharr, J.M. 2005. Synthesizing country-of-origin research from the last decade: Is the concept still salient in an era of global brands?, Journal of Marketing Theory and Practice, Vol. 13, No 4, 34-45.
Rawwas, M.Y.A., Rajendran, K.N., Wuehrer, G.A. 1996. The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products, International Marketing Review, Vol. 13, No 2, 20-38.
Riefler, P., Diamantopoulos, A., Siguaw, J.A. 2012. Cosmopolitan consumers as a target group for segmentation, Journal of International Business Studies, No 43, 285-305.
Riefler, P., Diamantopoulos, A. 2009. Consumer cosmopolitanism: Review and replication of the CYMYC scale, Journal of Business Research, No 62, 407-419.
Roth, K., Diamantopoulos, A. 2009. Advancing the country image construct, Journal of Business Research, Vol. 62, No 7, 726-740.
Rybina, L., Reardon, J., Humphrey, J. 2010. Patriotism, cosmopolitanism, consumer ethnocentrism and purchase behavior in Kazakhstan, Organizations and Markets in Emerging Economies 1, Vol. 2, No 2, 92-107.
Samiee, S. 2011. Resolving the impasse regarding research on the origins of products and brands, International Marketing Review, Vol. 28, No 5, 473-485.
Samiee, S., Shimp, T.A., Sharma, S. 2005. Brand origin recognition accuracy: its antecedents and consumers’ cognitive limitations, Journal of International Business Studies, No 36, pp. 379-397.
Shankarmahesh, M.N. 2006. Consumer ethnocentrism: An integrative review of its antecedents and consequences, International Marketing Review, Vol. 23, No 2, 146-172.
Sharma, S., Shimp, T.A., Shin, J. 1995. Consumer ethnocentrism: A test of antecedents and moderators, Journal of the Academy of Marketing Science, Vol. 23, No 1, 26-37.
Shimp, T.A., Sharma, S. 1987. Consumer ethnocentrism: construction and validation of the CETSCALE, Journal of Marketing Research, Vol. XXIV, August, 280-289.
Shimp, T.A. 1984. Consumer ethnocentrism. The concept and a preliminary empirical test, Advances in Consumer research, Vol. 11, No 1, 285-290.
Skinner, K.A. 1988. Internationalism and the early years of the Japanese peace corps, International Journal of Intercultural Relations, No 12, 317-326
Tajfel, H., Turner, J.C. 1979. The social identity theory of intergroup behavior. In S. Worchel & W. G. Austin (Eds), Psychology of intergroup relations, Chicago, IL: Nelson-Hall.
Thakor, M.V., Lavack, A.M. 2003. Effect of perceived brand origin associations on consumer perceptions of quality, Journal of Product & Brand Management, Vol. 12, No 6, 394-407.
Thakor, M.V., Chiranjeev, K.S. 1996. Brand origin: Conceptualization and review, Journal of Consumer Marketing, Vol. 13, No 3, 27-42.
Thompson, C.J., Tambyah, S.K. 1999, Trying to be cosmopolitan, Journal of Consumer Research, No 26, 214-241.
Tillery, K., Jourdan, L.F., Deis, M. 2010. Worldmindedness, cosmopolitanism, and views of purchasing: Behavior in two cross-cultural student groups, Culture and Religion Review Journal, No 4, 136-149.
Upadhyay, Y., Singh, S.K. 2006. Preference for domestic goods. A study of consumer ethnocentrism, The Journal of Business Perspective, Vol. 10, No 3, 59-68.
Usunier, J.-C. 2011. The shift from manufacturing to brand origin: suggestions for improving COO relevance, International Marketing Review, Vol. 28, No 5, 486-496.
Verlegh, P.W.J. 2007. Home country bias in product evaluation: The complementary roles of economic and socio-psychological motives, Journal of International Business Studies, No 38, 361-373.
Vida, I., Reardon, J. 2008. Domestic consumption: rational, affective, or normative choice? Journal of Consumer Marketing, Vol. 25, No 1, 34-44.
Vida, I., Dmitrović, T., Obadia, C. 2008. The role of ethnic affiliation in consumer ethnocentrism, European Journal of Marketing, Vol. 42, No 3/4, 327-343.
Yoon, S.J., Cannon, M.H., Yaprak, A. 1996. Evaluating the CYMIC Cosmopolitanism Scale on Korean Consumers, Advance in International Marketing, No 7, 211-232.
Zhou, L., Yang, Z., Hui, M.K. 2010. Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy Marketing Science, No 38, 202-218.
Zhuang, G., Wang, X., Zhou, L., Zhou, N. 2008. Asymmetric effects of brand origin confusion. Evidence from the emerging market of China. International Marketing Review, Vol. 25, No 4, 441-457.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
