IDEAS home Printed from https://ideas.repec.org/a/gam/jsoctx/v14y2024i7p109-d1427945.html
   My bibliography  Save this article

Strengthening the Attachment to Local Brands through Consumer Ethnocentrism and Impactful Entrepreneurship Education

Author

Listed:
  • Herring Shava

    (Department of Business Management & Economics, Walter Sisulu University, Mthatha 5100, South Africa)

Abstract

This study investigates whether consumer ethnocentrism, a concept that refers to the tendency of consumers to favor domestic products over foreign ones, and entrepreneurship education are variables that can be used to strengthen attachment to local brands. Brand attachment is a well-researched concept in marketing literature. Many variables have been found to have different impacts on brand attachment across the globe. However, studies linking consumer ethnocentrism and entrepreneurship education to brand attachment are scarce, and this study contributes in that regard. Furthermore, the study examines whether entrepreneurship education mediates the association between consumer ethnocentrism and brand attachment. The study adopted a quantitative research methodology. Primary data were gathered through a survey. Past and current entrepreneurship education candidates were targeted. Factor analysis, simple linear regression, and hierarchical regression analyses using PROCESS were performed to make sense of the data. The study’s findings reveal that consumer ethnocentrism and entrepreneurship education can be used to strengthen attachment to local brands. The study recommends that marketing practitioners, scholars, and policymakers collaborate to design an impactful entrepreneurship education curriculum with the goal of enhancing consumer ethnocentrism, leading to increased interaction between consumers and local brands.

Suggested Citation

  • Herring Shava, 2024. "Strengthening the Attachment to Local Brands through Consumer Ethnocentrism and Impactful Entrepreneurship Education," Societies, MDPI, vol. 14(7), pages 1-17, July.
  • Handle: RePEc:gam:jsoctx:v:14:y:2024:i:7:p:109-:d:1427945
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2075-4698/14/7/109/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2075-4698/14/7/109/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. James A. Cunningham & Erik E. Lehmann & Matthias Menter, 2022. "The organizational architecture of entrepreneurial universities across the stages of entrepreneurship: a conceptual framework," Small Business Economics, Springer, vol. 59(1), pages 11-27, June.
    2. Mmakgabo Justice Malebana, 2017. "Knowledge of entrepreneurial support and entrepreneurial intention in the rural provinces of South Africa," Development Southern Africa, Taylor & Francis Journals, vol. 34(1), pages 74-89, January.
    3. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    4. Souitaris, Vangelis & Zerbinati, Stefania & Al-Laham, Andreas, 2007. "Do entrepreneurship programmes raise entrepreneurial intention of science and engineering students? The effect of learning, inspiration and resources," Journal of Business Venturing, Elsevier, vol. 22(4), pages 566-591, July.
    5. Mauri Laukkanen, 2000. "Exploring alternative approaches in high-level entrepreneurship education: creating micromechanisms for endogenous regional growth," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 12(1), pages 25-47, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Samson Adeoluwa Adewumi, 2021. "Students’ Entrepreneurial Mindset in the Era of Global Health Pandemic: Perspective from the University of Lagos, Nigeria," Eurasian Journal of Business and Management, Eurasian Publications, vol. 9(1), pages 71-89.
    2. Davide Hahn & Tommaso Minola & Giulio Bosio & Lucio Cassia, 2020. "The impact of entrepreneurship education on university students’ entrepreneurial skills: a family embeddedness perspective," Small Business Economics, Springer, vol. 55(1), pages 257-282, June.
    3. Sascha G. Walter & Achim Walter, 2008. "Deutsche Universitäten als Gründungsinkubatoren: Der Beitrag der Gründungsausbildung zur Gründungsintention von Studierenden," Schmalenbach Journal of Business Research, Springer, vol. 60(6), pages 542-569, September.
    4. Carlos Alberto Pérez Rivero & Francisco Ubierna, 2021. "The development of the entrepreneurial motivation from the university," International Entrepreneurship and Management Journal, Springer, vol. 17(3), pages 1313-1334, September.
    5. Clara Cardone-Riportella & María José Casasola-Martinez & Isabel Feito-Ruiz, 2014. "Do Entrepreneurs Come From Venus Or Mars? Impact Of Postgraduate Studies: Gender And Family Business Background," Working Papers 14.04, Universidad Pablo de Olavide, Department of Financial Economics and Accounting (former Department of Business Administration), revised Sep 2014.
    6. Ruijie Zhu & Guojing Zhao & Zehai Long & Yangjie Huang & Zhaoxin Huang, 2022. "Entrepreneurship or Employment? A Survey of College Students’ Sustainable Entrepreneurial Intentions," Sustainability, MDPI, vol. 14(9), pages 1-15, May.
    7. Messele Kumilachew Aga, 2023. "The mediating role of perceived behavioral control in the relationship between entrepreneurship education and entrepreneurial intentions of university students in Ethiopia," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-18, December.
    8. Muhammad Shahid Qureshi & Saadat Saeed & Syed Waleed Mehmood Wasti, 2016. "The impact of various entrepreneurial interventions during the business plan competition on the entrepreneur identity aspirations of participants," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 6(1), pages 1-18, December.
    9. Aurora A.C. Teixeira & Rosa Portela Forte, 2009. "Unbounding entrepreneurial intents of university students: a multidisciplinary perspective," FEP Working Papers 322, Universidade do Porto, Faculdade de Economia do Porto.
    10. Justice Malebana, 2014. "Entrepreneurial intentions of South African rural university students: A test of the theory of planned behaviour," Journal of Economics and Behavioral Studies, AMH International, vol. 6(2), pages 130-143.
    11. Carlos Bazan, 2022. "Effect of the University’s Environment and Support System on Subjective Social Norms as Precursor of the Entrepreneurial Intention of Students," SAGE Open, , vol. 12(4), pages 21582440221, October.
    12. Higgins, Lindsey M. & Schroeter, Christiane & Wright, Carlyn, 2018. "Lighting the flame of entrepreneurship among agribusiness students," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(1).
    13. Zellweger, Thomas & Sieger, Philipp & Halter, Frank, 2011. "Should I stay or should I go? Career choice intentions of students with family business background," Journal of Business Venturing, Elsevier, vol. 26(5), pages 521-536, September.
    14. Heiko Bergmann, 2017. "The formation of opportunity beliefs among university entrepreneurs: an empirical study of research- and non-research-driven venture ideas," The Journal of Technology Transfer, Springer, vol. 42(1), pages 116-140, February.
    15. Bickenbach, Frank & Dohse, Dirk & Liu, Wan-Hsin, 2014. "An inquiry into the determinants of graduate entrepreneurship in Hong Kong and Guangzhou (Mainland China)," Kiel Working Papers 1940, Kiel Institute for the World Economy (IfW Kiel).
    16. Hoe Chin Goi & Jiro Kokuryo, 2016. "Design of a University-Based Venture Gestation Program (UVGP)," Journal of Enterprising Culture (JEC), World Scientific Publishing Co. Pte. Ltd., vol. 24(01), pages 1-35, March.
    17. Entrialgo M. & Iglesias V., 2018. "Are the Intentions to Entrepreneurship of Men and Women Shaped Differently? The Impact of Entrepreneurial Role-Model Exposure and Entrepreneurship Education," Entrepreneurship Research Journal, De Gruyter, vol. 8(1), pages 1-14, January.
    18. Premand, Patrick & Brodmann, Stefanie & Almeida, Rita & Grun, Rebekka & Barouni, Mahdi, 2016. "Entrepreneurship Education and Entry into Self-Employment Among University Graduates," World Development, Elsevier, vol. 77(C), pages 311-327.
    19. Pawan V. Bhansing & Erik Hitters & Yosha Wijngaarden, 2018. "Passion Inspires: Motivations of Creative Entrepreneurs in Creative Business Centres in the Netherlands," Journal of Entrepreneurship and Innovation in Emerging Economies, Entrepreneurship Development Institute of India, vol. 27(1), pages 1-24, March.
    20. Sirje Ustav, 2016. "How Entrepreneurship Education Can be Developed Knowing the Power of Metacognition," Research in Economics and Business: Central and Eastern Europe, Tallinn School of Economics and Business Administration, Tallinn University of Technology, vol. 8(2).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsoctx:v:14:y:2024:i:7:p:109-:d:1427945. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.