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Purpose -This study focuses on consumer choice behavior in the context of a new European Union (EU) member state by examining cognitive, affective and normative mechanisms in consumer preference formation for domestic vs imported products. Design/methodology/approach -Data is drawn from a survey of 714 adult consumers. The research instrument included construct measures adapted from previous studies. The measurement model of domestic consumption was tested via covariance analysis. Once the construct reliability and validities were established, the structural model was evaluated to test the hypothesized relationships. Findings -The findings suggest that affective and normative constructs (i.e. consumer ethnocentrism and patriotism) are stronger determinants of domestic consumption than rational considerations (the cognitive mechanism) such as perceptions of relative product quality of domestic vs imported products. The role of patriotism and cosmopolitanism as factors fuelling ethnocentric tendencies are confirmed. Practical implications -Our results, showing the considerable relative strength of patriotism and ethnocentrism on domestic consumption suggest that managers of local brands and domestic institutions should be able to enhance their communication programs and develop close bonds with their consumers. This finding is an important signal to international entrants in positioning their international offerings, particularly as strong local brands are gaining market share in many emerging consumer markets. Originality/value -In view of emerging transnational groupings such as the EU, this study examines possible consumer resistance to economic integration. It uses realistic data set drawn from adult consumers and focuses on a relatively homogeneous country with a small population allowing for a good external validity of findings.

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Although retail operations traditionally have been considered poor candidates for international expansion, firms in mature retail markets are increasingly turning to international markets as a means for strategic growth. In this study, the authors examine how internal determinants affect the international ventures of large U.S. retail chains, comparing internal characteristics of international and domestic firms. The authors use the behavioral internationalization paradigm to develop a model of international retail involvement, which serves as a conceptual framework for the study. Through a logistic regression model, the results support the relevance of six of eight explanatory determinants of international retail involvement. The findings highlight the powerful influence of the strategic management characteristics, competitive advantages related to retail concept and logistics, and a retailer's size. In contrast, neither previous experience in direct foreign sourcing nor competitive advantages related to retail merchandise were significant in this model.

Purpose -The aim of this research was to investigate how ethnocentrism and economic development within transitional economies affects the formation of brand attitudes and attitude toward the ad. Design/methodology/approach -Kazakhstan and Slovenia were chosen as representative transitional economies -Kazakhstan in the early stages and Slovenia highly advanced. A random sample of adults was surveyed in both countries and in the USA, which served as a control group. Questionnaires were distributed that contained measures of ethnocentricity (CETSCALE), attitude toward the brand (Ab) and attitude towards the ad (Aad). Expectations based on theory and previous studies suggested the following: ethnocentricity leads to negative Aad and Ab for foreign products and ethnocentricity will have a greater effect on Aad and Ab in new transitioning economies. All hypotheses were tested using structural equation modeling (LISREL). Findings -Ethnocentricity did result in negative Aad, but only for Kazakhstan, not Slovenia. The effect of ethnocentrism on Aad was stronger in the newly transitioning economy. Ethnocentricity affected Ab formation only indirectly through Aad, not directly as predicted by previous research. There was limited support for the idea that the effect of ethnocentrism on Ab was stronger in newly transitioning economies. Practical implications -Because ethnocentric attitudes transfer directly to negative Aad, it indicates that developing a superior brand in newly transitioning economies is preferable to relying on mass advertising to make one's case. The brand will develop its reputation based on quality and status, which are not directly affected by ethnocentricity. A further protection from ethnocentric attitudes would be to form a joint venture with a local firm or set up a foreign subsidiary. In more advanced transitioning economies, a shift to mass communication of product benefits will work more readily. Originality/value -International marketers have better decision-making information now available. The relationships of economic development and ethnocentricity are more clearly laid out as they relate to attitude formation for foreign products. Researchers in this field have more advanced theory to work from, as the path by which ethnocentricity affects attitude formation has been delineated more clearly.