ETHNOCENTRISM
DEFINITION AND REVIEW OF THE CONSTRUCT FROM THE SCIENTIFIC LITERATURE (1950-2010)
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In the midst of globalization, consumers are more and more exposed to foreign-made products, which has generated an increasingly fierce struggle between domestic and foreign products to get consumers to notice, and buy, their products. In this sense, consumer ethnocentrism has been found to be a competitive advantage for a specific niche market on which marketers can base their strategy.Over the last decades, scientific publications on the concept of consumer ethnocentrism have proliferated, however, the results found have revealed disparate results that often make it difficult to reach a cons...
In the midst of globalization, consumers are more and more exposed to foreign-made products, which has generated an increasingly fierce struggle between domestic and foreign products to get consumers to notice, and buy, their products. In this sense, consumer ethnocentrism has been found to be a competitive advantage for a specific niche market on which marketers can base their strategy.Over the last decades, scientific publications on the concept of consumer ethnocentrism have proliferated, however, the results found have revealed disparate results that often make it difficult to reach a consensus applicable to all scenarios. Thus, while some consumers view imported products as desirable and aspirational, for others, especially those with a higher degree of ethnocentrism, they have a negative attitude towards such items, basing their evaluation solely on their origin or provenance. Therefore, consumer ethnocentrism can be positioned as a fundamental role in the field of consumerbehavior.
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