In the present society, consumers develop stereotypical ideologies on the products manufactured in a particular country. This paper examines the direct effect of patriotic advertising on consumer ethnocentrism. The paper gives a background on the concept of patriotic advertising and how it evokes feelings of nationalism and patriotism among consumers. The key findings of the paper illustrate that consumers are most vulnerable to patriotic advertising in the event of a national crisis. In addition, consumers were found to have stereotypical ideologies on the services and products based on their country of origin. These findings confirm the need for local companies to exploit patriotic adverting as a means of promoting citizen consumerism and counter competition from international brands.

The concept of consumer ethnocentrism describes consumers’ feelings, attitudes, and behavior towards domestic products as subjects of pride and identity. As one of the most researched phenomena in the international marketing literature, consumer ethnocentrism is often considered an important informal barrier for international trade. Considering the fact that consumer ethnocentrism is becoming relevant for international marketing practice, the main goal of this chapter is to provide better understanding of this concept based on the analysis of consumer ethnocentrism studies. Implications of empirical studies mostly depend on the capability and range of generalization of their results. Analysis in this chapter is focused on comparability issues as a basic starting point for findings generalization and marketing implication improvements. The purpose of the analysis is to derive the most important guidelines for comprehensive consumer-centric strategies based on the studies of consumer ethnocentrism.

The objective of this research is to empirically test a research model on the effect of consumer economic nationalism on consumers’ attitudinal and behavioral responses to the marketing of locally produced foods. Data was collected from a sample of Ghanaians through an online survey using a structured questionnaire. Using structural equation modelling to analyse the data, the study revealed that cognitive and affective involvement influences product familiarity. Also, product familiarity and economic nationalism influence consumers ‘overall attitude towards locally produced foods. Finally, the overall attitude towards the product and economic nationalism both influence consumer buying intention of locally produced foods. This study was limited to the Ghanaian geographical context, thus, for a broader assessment of the robustness of the research model, future studies should undertake a cross-national comparison. The findings provide practitioners with the strategies for influencing c...

The implementation of economic integration under the ASEAN Community is accelerated to 2015. Manyobservers argued that Indonesian businesses were not ready to compete. Then, a study was conducted to examine howJakarta consumers perceived the competitiveness of domestic shoes products, a leading Indonesian export products,against similar products made in some ASEAN and other developed and newly industrialized countries. The studyemployed six dimensions of Country Image for shoes products in revealing consumers’ perception of “made in” labels andconsumers’ perception of brands. The study also adopted the constructs of consumers’ nationalism and worldmindedness.To increase the validity of the study, the respondents were carefully selected with judgemental quota sampling, usinggender, area and cohort variables. The research revealed some interesting results that would be important for businesspeople and government as regulator.

Research Question: This paper examines consumer ethnocentrism (CE) as marketing challenge for companies. Motivation: The purpose of the paper is to examine the antecedents and consequences of CE, who high-ethnocentric consumers are and whether CE can be used in marketing. Data: Results are derived from primary data collected from a consumer sample in Serbia during 2016 in retail stores of different retail chains in Belgrade. Sample included 200 examinees between 16 and 74 years. Tools: CE is measured by CETSCALE (consumer ethnocentric tendencies scale, 17 statements) developed by Shimp and Sharma (1987). Findings: The results indicate that CE can best be explained by a combination of national culture, the characteristics of consumers, product categories, the perceived value of companies and the integrated marketing communications of companies and countries. Furthermore, the results show that significant differences in CE exist between different groups of consumers and product catego...