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The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands

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Title: The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands

Authors: Mehrukh Salman, Uswa Naeem

Journal: The Lahore Journal Of Business

HEC Recognition History
Category From To
Y 2024-10-01 2025-12-31
Y 2023-07-01 2024-09-30
Y 2021-07-01 2022-06-30
Y 2020-07-01 2021-06-30

Publisher: Lahore School of Economics, Lahore

Country: Pakistan

Year: 2015

Volume: 3

Issue: 2

Language: English

DOI: 10.35536/ljb.2015.v3.i2.a2

Categories
Ethnocentrism (1) Purchase Intentions (9) Branding (135) Marketing (5244) Consumer Behavior (2797)

Abstract

<jats:p>This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect to local brands. Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.</jats:p>

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