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Creating Brand Names: Strategic and International Considerations Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Ethnocentric Tendencies and Consumer Purchase Behavior in Central and Eastern Europe: The Case of Slovenia

Authors : Irena Vida, Janez Damjan, Ann Fairhurst

Published in: Proceedings of the 1996 Multicultural Marketing Conference

Publisher: Springer International Publishing

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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.

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Metadata
Title
Ethnocentric Tendencies and Consumer Purchase Behavior in Central and Eastern Europe: The Case of Slovenia
Authors
Irena Vida
Janez Damjan
Ann Fairhurst
Copyright Year
2015
Book
Proceedings of the 1996 Multicultural Marketing Conference

Print ISBN: 978-3-319-17394-8

Electronic ISBN: 978-3-319-17395-5

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-17395-5_10