The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands
This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on...
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| Format: | Article |
| Language: | English |
| Published: |
Lahore School of Economics
2015-05-01
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| Series: | The Lahore Journal of Business |
| Subjects: | |
| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/32 |
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| _version_ | 1850075191873372160 |
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| author | Mehrukh Salman Uswa Naeem |
| author_facet | Mehrukh Salman Uswa Naeem |
| author_sort | Mehrukh Salman |
| collection | DOAJ |
| description |
This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect to local brands. Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.
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| format | Article |
| id | doaj-art-76d07fff43d84ba0b79e33f38fcd484d |
| institution | DOAJ |
| issn | 2223-0025 2791-3139 |
| language | English |
| publishDate | 2015-05-01 |
| publisher | Lahore School of Economics |
| record_format | Article |
| series | The Lahore Journal of Business |
| spelling | doaj-art-76d07fff43d84ba0b79e33f38fcd484d2025-08-20T02:46:24ZengLahore School of EconomicsThe Lahore Journal of Business2223-00252791-31392015-05-0132The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign BrandsMehrukh Salman0Uswa Naeem1Teaching fellow, Lahore School of Economics.Graduate student, Lahore School of Economics. This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect to local brands. Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands. https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/32consumer ethnocentrismcelebrity endorsementattitudespurchase intentions |
| spellingShingle | Mehrukh Salman Uswa Naeem The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands The Lahore Journal of Business consumer ethnocentrism celebrity endorsement attitudes purchase intentions |
| title | The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands |
| title_full | The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands |
| title_fullStr | The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands |
| title_full_unstemmed | The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands |
| title_short | The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands |
| title_sort | impact of consumer ethnocentrism on purchase intentions local versus foreign brands |
| topic | consumer ethnocentrism celebrity endorsement attitudes purchase intentions |
| url | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/32 |
| work_keys_str_mv | AT mehrukhsalman theimpactofconsumerethnocentrismonpurchaseintentionslocalversusforeignbrands AT uswanaeem theimpactofconsumerethnocentrismonpurchaseintentionslocalversusforeignbrands AT mehrukhsalman impactofconsumerethnocentrismonpurchaseintentionslocalversusforeignbrands AT uswanaeem impactofconsumerethnocentrismonpurchaseintentionslocalversusforeignbrands |