Brand Perceptions as Influenced by Consumer Ethnocentrism and Country-Of-Origin Effects

Abstract

This article examines how brand perceptions are influenced by country of origin images and consumer ethnocentrism. Based on literature review of the impact of demographic variables on these two constructs, hypotheses are set forth. Data collected in Colombia is used to empirically test these hypotheses. Managerial implications are offered based on the findings of this study.