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 (https://doi.org/10.1108/02651330810851863)
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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.
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Item type: Article ID code: 7397 Dates: DateEvent2008PublishedSubjects: Social Sciences > Commerce > Marketing. Distribution of products Department: Strathclyde Business School > Marketing Depositing user: Strathprints Administrator Date deposited: 30 Jan 2009 12:43 Last modified: 22 Aug 2024 18:52 URI: https://strathprints.strath.ac.uk/id/eprint/7397