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   Foreign Branding in Different Product Category and Consumer Ethnocentrism  
   
نویسنده UYAR Kumru ,DURSUN Yunus
منبع journal of graduate school of social sciences - 2015 - دوره : 19 - شماره : 2 - صفحه:363 -382
چکیده    Ethnocentrism affects consumers' purchasing behavior and product evaluation. textual local or foreign brand name effect have been somewhat ignored in researches about ethnocentrism although they are deemed valuable. being brand names of the products in a native or foreign language, it gives a cue about products about being domestic or foreign to highly ethnocentric consumers. customers will have ideas about the products because of these cues. the aim of this study is to investigate consumer assessments in kayseri, turkey towards local and foreign brand names, different product groups under the influence of ethnocentrism. consumer ethnocentrism is measured by cetscale and our results suggest that turkish consumers have middle level about consumer ethnocentrism tendency. according to the research, there is a statistically significant negative relationship between income and consumer ethnocentrism and there isn’t a statistically significant relationships between marital status, gender and consumer ethnocentrism. in addition, there are statistically significant positive relationship between education, age and consumer ethnocentrism. income and education have been established as the most influential demographic factors about consumer ethnocentrism. additionally, the results of the study show that ethnocentrism is more effective in food products than textiles and electronics products.
کلیدواژه Consumer Ethnocentrism ,CETSCALE ,Brand Name ,Foreign Branding
آدرس Nuh Naci Yazgan Üniversitesi, İktisadi ve İdari Bilimler Fakültesi (İİBF), Üretim Yönetimi ve Pazarlama Anabilim Dalı, Turkey, Erciyes Üniversitesi, İktisadi ve İdari Bilimler Fakültesi (İİBF), Üretim Yönetimi ve Pazarlama Anabilim Dalı, Turkey
پست الکترونیکی yunusdursun@erciyes.edu.tr
 
     
   
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