AIB 2012 Conference Proceedings - Academy of International ...

TUESDAY
Session: 3.3.11 - Interactive
Track: 2 - Marketing and Supply Chain
Consumer Ethnocentrism, Country Image, and Product Origin Effects
Presented On: July 3, 2012 - 13:00-14:15
Chair: Vinh Nhat Lu, Australian National University
Consumer Evaluation of Developing Country Products: The Moderating Role of Product Ethnicity
Terence Motsi, Cleveland State University
Ji Eun Park, Cleveland State University
This paper seeks to explore the role product ethnicity plays in moderating the relationship between consumer
values and product evaluation of developing country products. Previous research has shown that products from
developing country are generally rated as inferior to developed country products, however product category
effects are likely to confound the findings of this research. The product ethnicity of a product is a likely signal of
its authenticity and quality to the consumer and reconciles previous research which has shown a negative
relationship between consumer values and the general evaluation of developing country products. (For more
information, please contact: Terence Motsi, Cleveland State University, USA: t.motsi@csuohio.edu)
Consumer Ethnocentrism: A Re-Evaluation and Extension in the Context of Globalization
Mohammad Niamat Elahee, Quinnipiac University
Tilottama Ghosh-Chowdhury, Quinnipiac University
Camelia Micu, Fairfield University
This study seeks to examine and re-evaluate our understanding of consumer ethnocentrism in the light of
globalization that has resulted in the increase of number of people with bi-national/bi-cultural identities as well
as in the growth of products made in multiple countries. This study presents a newly developed and validated
scale on ethnocentrism with three dimensions: normative thinking, products made in a single county, and
products made in multiple countries. Based on data collected from three distinct groups of US citizens, the study
also discusses the similarities and differences between mono-cultural and bi-cultural people in terms of their
ethnocentric scores with respect to the three dimensions validated in the scale. The paper concludes with
directions for future research that may strengthen our understanding of the complex phenomenon of consumer
ethnocentrism in this constantly evolving global market place. (For more information, please contact:
Mohammad Niamat Elahee, Quinnipiac University, USA: mohammad.elahee@quinnipiac.edu)
The Effects of Ethnocentrism and Cultural Aspects on Co-Branding Evaluations
Yupin Patara, Chulalongkorn University
Nicha Tanskul, Chulalongkorn University
Co-branding strategy has been used in extending the brand into a new product category such as a product line
extension and the new market entry. Several aspects of co-branding strategy have been explored in term of the
impact of co-branding strategy and important factors which will influence the consumers cobranded evaluations.
The differences in degree of ethnocentrism, self-complexity and consumers' thinking style (or cultural aspects)
have been perceived as key factors that determine the success of co-branding as market entry strategy. (For
more information, please contact: Yupin Patara, Chulalongkorn University, Thailand: yupin.patara@sasin.edu)
AIB 2012 Conference Proceedings
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