Consequences of xenocentrism and ethnocentrism on brand image of Starbucks: moderating effects of national culture and perceived brand globalness between Colombia and Spain

Areiza-Padilla, Jose Andres; Taulet, Amparo Cerverá

doi:10.1108/ccsm-03-2022-0050

Cited by 7 publications

(1 citation statement)

References 88 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…see Camacho et al, 2020;Mahmoud et al, 2021) or of foreign products in specific product categories (e.g. Areiza-Padilla and Cervera-Taulet, 2023;Ganbold and Gantulga, 2021) but without considering domestic alternatives. Other studies use between-subjects designs, whereby respondents are exposed to either a domestic or a foreign product/brand and asked to indicate their product evaluations or purchase intentions (e.g.…”

Section: Introductionmentioning

confidence: 99%

Consumer xenocentrism when domestic products are better

Thoumrungroje,

Diamantopoulos,

Scherer

2024

IMR

View full text Add to dashboard Cite

PurposeDrawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic products objectively outperform their foreign counterparts.Design/methodology/approachWe develop and test a model linking xenocentrism to consumers’ preference towards domestic vs. foreign products by (1) examining the mediating role of consumers’ ability to identify the superior product and (2) assessing the role of product involvement in potentially moderating this relationship. An experimental design was employed, whereby respondents (Thai consumers, N = 579) were asked to compare two products in the same product category, one foreign and one domestic. In one condition, the foreign product outperformed the domestic one on a range of relevant product attributes, whereas in a second condition, the opposite was the case.FindingsOur findings provide clear evidence that xenocentric consumers often cannot recognize the superiority of domestic products and, even if they do, they still exhibit preferences toward (inferior) foreign products. Thus, for xenocentric consumers, it seems that the country of origin (COO) overrides other cues and often results in suboptimal product choices.Originality/valueOur study adds to our theoretical understanding of the functioning of the consumer xenocentrism construct and has important implications for foreign companies targeting xenocentric consumers as well as for local firms seeking to counteract xenocentric tendencies.

show abstract

Section: Introductionmentioning

confidence: 99%

Consumer xenocentrism when domestic products are better

Thoumrungroje,

Diamantopoulos,

Scherer

2024

IMR

View full text Add to dashboard Cite

show abstract

The relationship between ethnocentric behaviour and workforce localisation success: The mediating role of knowledge sharing tendency

Khan,

Jin

2024

European Research on Management and Business Economics

View full text Add to dashboard Cite

The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices

Luna-Cortes,

López-Bonilla,

López-Bonilla

2024

J Market Anal

View full text Add to dashboard Cite

The purpose of this research is to test the moderating role of perceived brand globalness (PBG) on consumer unfavourable attitudes and buying intention towards brands associated with a conflicting political belief. Three studies were conducted. Study 1 (N = 228) examines the effect of a brand being associated with a conflicting political belief on attitude and buying intention. Study 2 (N = 212) tests the moderating role of PBG among these relationships. Study 3 (N = 126) tests the moderating role of PBG for a service brand and adds the mediating role of self-congruity. We followed marketing analytics best practices to examine causal effects of manipulated stimuli. We also examined the psychometric characteristics of the data-collection tool and tested direct relationships between variables. Additionally, we used percentile bootstrap confidence intervals, with PROCESS-Macro, to test mediating effects in the theoretical model. The studies include moderating analyses and analysis of variance. The results show that the association of a brand with a conflicting political belief negatively influences perceived self-congruity, which leads to an unfavourable attitude and, in turn, to a lower buying intention. Presenting a brand as global mitigates such unfavourable effects. The moderating effect of PBG is confirmed for a tangible product and for a service brand.

show abstract

Consequences of xenocentrism and ethnocentrism on brand image of Starbucks: moderating effects of national culture and perceived brand globalness between Colombia and Spain

Cited by 7 publications

References 88 publications

Consumer xenocentrism when domestic products are better

Consumer xenocentrism when domestic products are better

The relationship between ethnocentric behaviour and workforce localisation success: The mediating role of knowledge sharing tendency

The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices

Contact Info

Product

Resources

About