Article2014

Ethnocentrism and country of origin effects among immigrant consumers

Mohammadali Zolfagharian · Roberto “Bobby” Saldivar · Qin Sun

52 citations0/0 files storedJournal of Consumer Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Cultural Differences and Values

Abstract

Purpose – The purpose of this paper is to examine how country of origin and consumer ethnocentrism pertain to first-generation immigrants, who often identify with two or more countries. Design/methodology/approach – After a pretest to validate the modified consumer ethnocentrism scale, the main study used a series of scenario-based experiments and compiled data from 419 members of four distinct first-generation immigrant communities. Findings – Non-ethnocentric immigrants favor the products of economically advanced countries. Ethnocentric immigrants favor the products of their home and host countries relative to foreign products, regardless of the economic standing of foreign countries. When home and host countries represent significantly different degrees of economic advancement, both ethnocentric and non-ethnocentric immigrants favor the products of the more advanced country. Research limitations/implications – Apart from the individual effects of country of origin and consumer ethnocentrism, the interplay between the two effects can yield important insights. There are other ways to operationalize multicultural identity beyond studying first-generation immigrants. Researchers should go beyond nationality and incorporate other forces of cultural diversity. Practical implications – For both ethnocentric and non-ethnocentric immigrants, the product that benefits from both effects is the most preferred, and the product that benefits from neither of the two effects is the least preferred. Where the product benefits from one but not the other effect, the two effects hold roughly equal power for ethnocentric consumers, but COO dominates CE for non-ethnocentric consumers. Originality/value – The paper presents a critical evaluation and extension of the respective literatures investigating familiar constructs in multicultural settings.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 52 citations exist upstream.

References

1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 2004The Social Identity Theory of Intergroup Behavior 1982Social Psychology of Intergroup Relations 1987Consumer Ethnocentrism: Construction and Validation of the CETSCALE 2018The Economics of Immigration 1999A review and meta-analysis of country-of-origin research 1998The Animosity Model of Foreign Product Purchase: An Empirical Test in the People's Republic of China 2010Social categorization and the self-concept: A social cognitive theory of group behavior.

Cited by

2021Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection 2020Is country affinity applicable for domestic brands? The role of nation sentiment on consumers' self-brand connection with domestic vs foreign brands 2022Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity 2017The effect of acculturation and ethnic identification on consumer disidentification and consumption: An investigation of U.S. Hispanics

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.