The effect of customer ethnocentrism and customer participation on global brand attitude: The perspective of Chinese customer

International business entry modes and consumer ethnocentrism: A multi country perspective

“…Considering CE as a significant barrier and challenge for IB firms (He & Wang, 2015), it becomes crucial to investigate strategies for addressing and managing this issue. Additionally, there is a need to explore potential approaches to leverage this barrier and use it as a strategic tool for handling foreign consumers and markets (Hong et al, 2023). The selection of IB modes has always been a pivotal strategic decision for international firms, encompassing various dimensions (Shleha et al, 2023).…”

“…Furthermore, international firms should aspire to acquire more CSAs both in host countries and home countries, recognizing the turbulent, dynamic, and constantly evolving nature of IB markets and situations (Bose et al, 2021; Meyer & Nguyen, 2005). IB modes can function as both CSAs and FSAs if selected judiciously after a thorough investigation of consumer preferences or consumer ethnocentrism (CE) (Brouthers et al, 2022; Hong et al, 2023; Ngoasong et al, 2021). This is because the positive impression created for IB firms through the selection of IB modes can effectively address CE concerns and may even transform them into CSAs/FSAs for these international firms (Bose et al, 2021; Buckley et al, 2018).…”

“…The apprehension stemmed from the fear that importing foreign goods would diminish industrialization (Bahaee & Pisani, 2009), ultimately resulting in unemployment (Alden et al, 2013). In contemporary times, consumer ethnocentrism (CE) persists in many developed countries, albeit its manifestation may not always be evident, making it challenging to gauge the real situation at the outset (Balabanis & Diamantopoulos, 2004; Hong et al, 2023; Shimp & Sharma, 1987). In developing countries, CE has historically served as a means of protest against colonial forces across various continents (Bose et al, 2021).…”

“…This phenomenon is known as consumer ethnocentrism, which can have adverse effects on the prospects of multinational companies. For example, Chinese consumers boycotted brands like Nike, Adidas, and Burberry, causing significant damage to their global brand management (Hong et al, 2023). Therefore, consumer ethnocentrism is a crucial factor in international business.…”

The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio

“…The research recognizes various brand architecture strategies in diverse contexts (Hong et al , 2023; Kapferer, 2008; Zelenskaya and Elkanova, 2021). Brand architecture relates to the identity of the brands, that is, to the internal perspective on what the brand is (Chung and Byrom, 2021; Veloutsou and Delgado-Ballester, 2018), but it also gives a structure for the external stakeholders such as consumers to differentiate the brands in the portfolio in their minds (Aaker and Joachimsthaler, 2000; Strebinger and Otter, 2022).…”