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Consumer Ethnocentrism: Comparison of Slovakia and the Czech Republic

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  • Marián Čvirik

    (Department of Marketing, Faculty of Commerce, University of Economics in Bratislava, Dolnozemská cesta 1, 85235 Bratislava, Slovak Republic)

Abstract

Consumer ethnocentrism is an important concept that few scientists are researching in the context of comparing two countries. The main aim of the article is to examine the level of consumer ethnocentrism and its differences in selected countries - Slovakia and Czech. The measurement was performed on the basis of the CETSCALE instrument. We verified the reliability of the instrument on the basis of Cronbach's alpha, while high reliability can be stated. The results suggest that Czechs are more consumer ethnocentric than Slovaks (about 9%). The one-way ANOVA test was used to explore the impact of selected demographic factors (age and gender) on consumer ethnocentrism in both countries studied (Czech Republic and Slovakia). The results suggest that demographic factors (age and gender) are significant factors in consumer ethnocentrism in both countries, but not in the same direction and strength. The reason for these differences can be just the difference in culture from which consumer ethnocentrism is based. In the future, it would be appropriate to examine precisely cultural differences in the context of consumer ethnocentrism. The results can be used in many fields (sociology, psychology, marketing) - both theories and praxis.

Suggested Citation

  • Marián Čvirik, 2021. "Consumer Ethnocentrism: Comparison of Slovakia and the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 69(2), pages 259-266.
    • Handle: RePEc:mup:actaun:2021.023
    DOI: 10.11118/actaun.2021.023
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    References listed on IDEAS

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    1. Robert Schooler, 1971. "Bias Phenomena Attendant to the Marketing of Foreign Goods in the U.S," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 2(1), pages 71-80, March.
    2. 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. Marián ÄŒvirik & Emmanuel Dotong, 2023. "Consumer Ethnocentrism and the Influence of Selected Demographic Factors: A Comparative Study Among the Countries of Slovakia, the Czech Republic, and the Philippines," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(2), pages 165-181.
    2. Paweł Bryła, 2021. "Selected Predictors of Consumer Ethnocentrism in the Food Market (Gender Differences)," Energies, MDPI, vol. 14(22), pages 1-20, November.

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