The purpose of this study was to investigate consumer ethnocentric tendencies and brand name familiarity as potential antecedents of actual purchase behavior of domestic vs. foreign goods within product categories recently subjected to foreign competition. Empirical results confirmed most of the postulated relationships. Implications for domestic and international marketers are outlined in the conclusions.
CITATION STYLE
Vida, I., Damjan, J., & Fairhurst, A. (2015). Ethnocentric Tendencies and Consumer Purchase Behavior in Central and Eastern Europe: The Case of Slovenia. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 49–54). Springer Nature. https://doi.org/10.1007/978-3-319-17395-5_10
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