Consumer ethnocentrism in the era of globalization

International Conference on Social Media, SEO and Marketing Strategies

November 03-04, 2015 Valencia, Spain

Dagmar Weberova

Tomas Bata University, Czech Republic

Posters-Accepted Abstracts: J Account Mark

Abstract :

One of many significances of globalization is the diversity of brands from different countries of origin offered on local markets. Country of origin and attitudes of customers towards brands go hand in hand with consumer ethnocentrism. A carefully planned strengthening of consumer ethnocentrism may lead to significant economic consequences because it can increase consumers� motivation to buy local brands. The purpose of this paper is to present findings of the research on brand perception and consumer ethnocentrism which was carried out in three countries: the Slovak Republic, the Czech Republic and in the Kingdom of Thailand. In these countries a questionnaire was distributed among 1067 respondents in Slovakia in 2013, 1028 respondents in the Czech Republic in 2014 and 256 respondents in Thailand in the year of 2014. The results of the survey are compared and show that respondents from different cultural backgrounds have different attitudes towards local brands. Following an in-depth analysis of findings, recommendations for creating appropriate marketing campaigns will also be presented.

Biography :

Email: weberova@fmk.utb.cz