Evanschitzky, H. and van Wangenheim, F. and Woisetschläger, David and Blut, M. (2008) Consumer ethnocentrism in the German market. International Marketing Review, 25 (1). pp. 7-32. ISSN 0265-1335
Full text not available in this repository. (Request a copy from the Strathclyde author)Abstract
International marketing researchers have long been concerned with determining whether consumers are predisposed towards a preference for domestic products, as opposed to foreign products. The purpose of this paper is to assess such a domestic-country bias (DCB) in the German market. Results indicate that domestic firms in Germany can well rely on a safeguarding effect when marketing their products. At the same time, managers from foreign countries cannot rely on consumer ethnocentrism as a reliable indicator of the inclination of consumers to downgrade their products.
| Item type: | Article |
|---|---|
| ID code: | 7397 |
| Keywords: | consumer behaviour, ethnocentrism, Germany, marketing, international marketing, Marketing. Distribution of products |
| Subjects: | Social Sciences > Commerce > Marketing. Distribution of products |
| Department: | Strathclyde Business School > Marketing |
| Related URLs: | |
| Depositing user: | Strathprints Administrator |
| Date Deposited: | 30 Jan 2009 12:43 |
| Last modified: | 12 Mar 2012 10:47 |
| URI: | http://strathprints.strath.ac.uk/id/eprint/7397 |
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