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Consumer ethnocentrism in the German market

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

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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: 06 Dec 2013 19:10
    URI: http://strathprints.strath.ac.uk/id/eprint/7397

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