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Measurement of Consumer Ethnocentrism of Slovak Consumers

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  • Janka Taborecka Petrovicova

    (Matej Bel University, Faculty of Economics, Tajovskeho 10, 974 01 Banska Bystrica / SLOVAKIA.)

  • Maria Gibalova

    (Matej Bel University, Faculty of Economics, Tajovskeho 10, 974 01 Banska Bystrica / SLOVAKIA)

Abstract

The conceptualization of consumer ethnocentrism is inferred from the general concept of ethnocentrism which assumes that ethnocentrism starts with the culture into which an individual is born. Over time, the individual will accept the values and behaviour of this particular culture as a norm. However, when the individual becomes aware of other cultures with different values and behaviours, there develops the need of belonging and identification with own culture rather than that of others. When analysing the consumer ethnocentrism, it is also essential to examine whether consumer ethnocentrism operates uniformly across all consumers or there exist some specific factors moderating their ethnocentric tendencies. A lot of studies researching these issues can be found in various cultural contexts, however in Slovakia we found certain gap since there is just a few of them. The aim of the paper is to investigate the level of consumer ethnocentricity of Slovak consumers in general and with the respect to chosen variables – age and gender. The results can serve as an information base for decision-making process of marketing managers focusing especially on local production of domestic products.

Suggested Citation

  • Janka Taborecka Petrovicova & Maria Gibalova, 2014. "Measurement of Consumer Ethnocentrism of Slovak Consumers," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 247-258.
    • Handle: RePEc:eco:journ3:2014-04-01
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    References listed on IDEAS

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    1. George Balabanis & Adamantios Diamantopoulos & Rene Dentiste Mueller & T C Melewar, 2001. "The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(1), pages 157-175, March.
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    Cited by:

    1. SEVANANDEE Brenda & DAMAR-LADKOO Adjnu, 2018. "Country-Of-Origin Effects On Consumer Buying Behaviours. A Case Of Mobile Phones," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 13(2), pages 179-201, August.

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    More about this item

    Keywords

    consumer ethnocentrism; CETSCALE; marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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