This study empirically investigates the impacts of consumer ethnocentrism and cultural sensitivity on both imported product judgment and intention to purchase local products in the context of a developing country-Vietnam. Structural equation modeling was used to test these impacts, utilizing a sample of 549 consumers. The results show that consumer ethnocentrism is negatively related to imported product judgment and positively related to intention to purchase local products. In addition, cultural sensitivity has a positive relationship with imported product judgment but not with consumer ethnocentrism. The results also indicate that the impacts of consumer ethnocentrism on imported product judgment and on intention to purchase local products are not different in terms of product categories, gender, income, and education levels. However, differences exist between younger and older consumers.

Purpose -This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam. Design/methodology/approach -Using a sample of 603 female consumers of international shampoo brands, including 304 consumers in Bangkok, Thailand and 299 users in Hanoi, Vietnam, a model was tested that incorporates key determinants of brand loyalty -perceived quality, brand awareness, advertising attitudes, and distribution intensity -by means of structural equation modeling. Findings -The paper found that there are positive relationships between perceived quality and brand loyalty, between brand awareness and perceived quality, between advertising attitudes and brand awareness, and between distribution intensity and brand awareness in both markets. However, the relationship between brand awareness and brand loyalty was found only in the Vietnamese market, and the relationship between advertising attitudes and perceived quality was only found in the Thai market. Finally, no relationship between distribution intensity and perceived quality was found in either market. Research limitations/implications -A major limitation of this study is the examination of only one concept that stands for strong brands, i.e. brand loyalty. Several other concepts, such as brand relationship quality and brand impressions, should be investigated in future research in order to compare and contrast with those found in advanced economies. Practical implications -The results of this study suggest that managers of international brands in emerging markets should recognize the differences between markets in order to design effective loyalty programs for each market. Originality/value -A major contribution of this study is to empirically compare the impacts of perceived quality, brand awareness, advertising attitudes, and store image on brand loyalty in two emerging markets: Thailand and Vietnam.

Purpose-This study explores the impact of hedonic shopping motivations and supermarket attributes on shopper loyalty. Design/methodology/approach-A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model. Structural equation modeling was used to analyze the data. Findings-We found that supermarket attributes and hedonic shopping motivations had positive effects on shopper loyalty. We also found that the impact of hedonic motivations on shopper loyalty was different between the young and older, as well as low and higher income groups of customers. However, no such difference was found between female and male shoppers. Research limitations/implications-A major limitation of this study is the use of a sample drawn from one transitional market. Cross-national samples will be a direction for further research. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research. Practical implications-The findings suggest that supermarket managers concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate shopper loyalty, especially for older and higher income segments of customers. Originality/value-The major contribution of the study is to empirically examine the role of hedonic motivations in shopper loyalty in Vietnam, a transitional market.

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PurposeThis study aims to investigate the factors that affect the intention to adopt the internet by export firms in transitional markets.Design/methodology/approachA sample of 144 export firms in Vietnam was surveyed to test the model. Structural equation modelling was used to analyse the data.FindingsIt was found that perceived usefulness, but not perceived ease of use, of the internet is a potential predictor of the intention to adopt the internet by firms for their export activities. It was also found that market orientation has both direct and indirect (mediated by perceived usefulness) impacts on intention to adopt the internet, and that learning orientation has a direct effect on both perceived usefulness and perceived ease of use of the internet.Research limitations/implicationsA major limitation of this study is the use of a sample drawn from one transitional market. Cross‐national samples will be a direction for further research.Practical implicationsThe findings of this study suggest that export promotion programs should promote the usefulness of the internet as well as market and learning orientations to stimulate export firms to adopt the internet for their export activities.Orginality/valueThe major contribution of the study is to incorporate market and learning orientations in the technology adoption model to explain the intention to adopt the internet by export firms.