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Arab identity crisis and consumer ethnocentric tendencies

Author

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  • Saeb Farhan Al Ganideh
  • Saad Ghaleb Yaseen

Abstract

This study examines the extent to which possible identity facets, namely, patriotic feelings, ethnic identification, and religious commitment affect consumers' ethnocentric tendencies towards home country, co-ethnic countries, countries share the same predominant religion with their home country. Using Jordanians as proxy for Arab Muslim consumers, data were collected from 312 subjects living in three main Jordanian cities. Structural equation modelling was used to test our model and hypotheses. Our results reveal that patriotic feelings and ethnic identification motivate Jordanian consumers to express strong ethnocentric tendencies towards home country (Jordan) and co-ethnic (Arab) countries respectively. In addition, Islamic religious commitment was found to impact significantly on individuals' ethnocentric tendencies towards Muslim countries. Our results confirm the recent rise of ethnic and religious identities for Arabs as a result of the Arab Spring events. Further, the study presents practical implications of these findings for international marketers.

Suggested Citation

  • Saeb Farhan Al Ganideh & Saad Ghaleb Yaseen, 2025. "Arab identity crisis and consumer ethnocentric tendencies," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 39(2), pages 226-250.
    • Handle: RePEc:ids:ijbglo:v:39:y:2025:i:2:p:226-250
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