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The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands
| Content Provider | Semantic Scholar |
|---|---|
| Author | Salman, Mehrukh Naeem, Uswa |
| Copyright Year | 2015 |
| Abstract | 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. |
| Starting Page | 17 |
| Ending Page | 34 |
| Page Count | 18 |
| File Format | PDF HTM / HTML |
| DOI | 10.35536/ljb.2015.v3.i2.a2 |
| Volume Number | 3 |
| Alternate Webpage(s) | http://www.lahoreschoolofeconomics.edu.pk/businessjournals/V3issue2/02%20Salman%20and%20Naeem.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
