Identification with the foreign company: the influence of CSR and consumer ethnocentrism

Park, Yung Hwal; Tolmie, Carri R.; Lehnert, Kevin

doi:10.1504/ijbe.2017.10008869

Cited by 1 publication

(3 citation statements)

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“…Following the same rationale, this study assumes that consumer ethnocentrism is a moderator in the relationship between CSR, brand attitudes, and purchase intentions. However, Park et al (2017) found that the effects of CSR increase when consumer ethnocentrism is high, which affirms the necessity to examine the moderating effect of consumer ethnocentrism. Based on previous studies, the following hypotheses are postulated:…”

Section: Consumer Ethnocentrismmentioning

confidence: 79%

“…With regard to the inconsistency, Park et al. (2017) explain that ethnocentric consumers may have multiple identities.…”

Section: Discussionmentioning

confidence: 99%

“…With regard to the inconsistency, Park et al (2017) explain that ethnocentric consumers may have multiple identities. Their national identity could persuade them not to purchase foreign/ Western brands, but their other identities may conflict with the persuasion initiated by ethnocentrism (Ashforth and Mael, 1989).…”

Section: Effect Of Consumer Ethnocentrismmentioning

confidence: 99%

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How CSR influences young Chinese consumers' purchase decisions towards Western brands: the moderating effect of consumer ethnocentrism

Long

Bhuiyan

Rahman

et al. 2022

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PurposeThe objectives of this study are to examine the impacts of CSR on purchase intentions either directly or indirectly and to investigate the moderating effects of consumer ethnocentrism on the relationship between CSR and purchase intentions.Design/methodology/approachThis study utilized an online self-administered survey for data collection. All the measurement items were adopted or adapted from prior research concerning international marketing (Churchill, 1979). Concerning rating scales, the items of CSR, brand attitudes, and consumer ethnocentrism were measured from 1 (strongly disagree) to 7 (strongly agree), and the items of purchase intentions were measured from 1 (strongly disagree) to 5 (strongly agree).FindingsThe empirical findings suggest that CSR significantly influences purchase intentions directly and indirectly via brand attitudes. Besides, consumer ethnocentrism strengthens the positive effects of CSR on brand attitudes and purchase intentions.Originality/valueThis research sheds light on young Chinese consumers' purchase behaviors, which could facilitate Western brands implementing effective and efficient marketing strategies in the Chinese market.

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Section: Consumer Ethnocentrismmentioning

confidence: 79%

“…With regard to the inconsistency, Park et al. (2017) explain that ethnocentric consumers may have multiple identities.…”

Section: Discussionmentioning

confidence: 99%

See 1 more Smart Citation

How CSR influences young Chinese consumers' purchase decisions towards Western brands: the moderating effect of consumer ethnocentrism

Long

Bhuiyan

Rahman

et al. 2022

View full text Add to dashboard Cite

show abstract

Identification with the foreign company: the influence of CSR and consumer ethnocentrism

Cited by 1 publication

References 0 publications

How CSR influences young Chinese consumers' purchase decisions towards Western brands: the moderating effect of consumer ethnocentrism

How CSR influences young Chinese consumers' purchase decisions towards Western brands: the moderating effect of consumer ethnocentrism

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