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The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases

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  • Oliver Parts

    (Associate Professor, Department of Marketing, Tallinn University of Technology, Estonia)

Abstract

Current research paperexamines cosmopolitanism as a factor underlying consumer decisions to purchase foreign rather than domestic products in three categories of products: alcohol products, clothes and furniture. In conceptual model two other theoretical constructs for measuring foreign product purchasesare included: ethnocentrism and brand origin identification. The measurement model is examined using a data set of 271 and 261 adult consumers in Estonia and Slovenia. Data is tested via structural equation modeling. The study results confirm the strong and direct effect of consumer cosmopolitanism in foreign product purchasesand brand origin identification is confirmed as a mediating variable between consumer ethnocentrism and foreign product purchases.On the other hand, direct relationship between cosmopolitanism and brand origin identificationis not supported by conducted study.

Suggested Citation

  • Oliver Parts, 2013. "The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases," International Journal of Business and Social Research, LAR Center Press, vol. 3(11), pages 30-44, November.
    • Handle: RePEc:lrc:larijb:v:3:y:2013:i:11:p:30-44
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