The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products
The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand pe...
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| Format: | Article |
| Language: | English |
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Lahore School of Economics
2018-10-01
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| Series: | The Lahore Journal of Business |
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| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/68 |
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| author | Imtiaz Ahmad Hafiz Ihsan Ur Rehman |
| author_facet | Imtiaz Ahmad Hafiz Ihsan Ur Rehman |
| author_sort | Imtiaz Ahmad |
| collection | DOAJ |
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The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand personality on purchase intention, evaluation of the product and brand trust. 300 questionnaires were distributed to consumers. The response rate was 90%. The sample comprised 52.2% males and 47.8% females. Two-level Structural Equation Modelling using LISREL 8.80 was employed to determine the convergent and discriminant validity. The study has concluded that Pakistani consumers are highly ethnocentric and ethnocentrism strongly affects purchase intention of domestic brands among Pakistani customers. The research found that brand image has a greater effect on purchase intention, perceived quality and brand trust than consumer ethnocentrism. Results also demonstrate that quality, as perceived by consumers, influences purchase intention which indicates that alone, brand personality and consumer ethnocentrism tendencies do not guarantee sales of local brands. This study puts both consumer ethnocentrism and brand personality into one model to access its role on consumer behavior. The results of the research can assist domestic marketers to comprehend the role of consumer ethnocentrism propensity and brand personality in purchasing domestic products, quality perception and building trust among young customers. To the best of the researchers’ knowledge, it is one of the pioneer studies in the context of Pakistan that casts light on the significance of ethnocentrism in evaluating domestic products by contributing to the literature of marketing
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| format | Article |
| id | doaj-art-ea85535d19be42ca80ed476848acab06 |
| institution | DOAJ |
| issn | 2223-0025 2791-3139 |
| language | English |
| publishDate | 2018-10-01 |
| publisher | Lahore School of Economics |
| record_format | Article |
| series | The Lahore Journal of Business |
| spelling | doaj-art-ea85535d19be42ca80ed476848acab062025-08-20T02:46:24ZengLahore School of EconomicsThe Lahore Journal of Business2223-00252791-31392018-10-0171The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic ProductsImtiaz Ahmad0Hafiz Ihsan Ur Rehman1Lecturer, Department of Business Administration, University of Sargodha, Gujranwala Campus, Gujranwala, Pakistan Lecturer, Department of Business Administration, University of Punjab, Gujranwala Campus, Gujranwala, Pakistan. The current study was designed to observe the impact of consumer ethnocentrism and brand personality on purchase intention, perceived quality and brand trust in the Pakistani clothing market. Famous Pakistani clothing brands were selected to examine the impact of consumer ethnocentrism and brand personality on purchase intention, evaluation of the product and brand trust. 300 questionnaires were distributed to consumers. The response rate was 90%. The sample comprised 52.2% males and 47.8% females. Two-level Structural Equation Modelling using LISREL 8.80 was employed to determine the convergent and discriminant validity. The study has concluded that Pakistani consumers are highly ethnocentric and ethnocentrism strongly affects purchase intention of domestic brands among Pakistani customers. The research found that brand image has a greater effect on purchase intention, perceived quality and brand trust than consumer ethnocentrism. Results also demonstrate that quality, as perceived by consumers, influences purchase intention which indicates that alone, brand personality and consumer ethnocentrism tendencies do not guarantee sales of local brands. This study puts both consumer ethnocentrism and brand personality into one model to access its role on consumer behavior. The results of the research can assist domestic marketers to comprehend the role of consumer ethnocentrism propensity and brand personality in purchasing domestic products, quality perception and building trust among young customers. To the best of the researchers’ knowledge, it is one of the pioneer studies in the context of Pakistan that casts light on the significance of ethnocentrism in evaluating domestic products by contributing to the literature of marketing https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/68Consumer’s ethnocentrismperceived qualitybrand personalitypurchase intentionbrand trust |
| spellingShingle | Imtiaz Ahmad Hafiz Ihsan Ur Rehman The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products The Lahore Journal of Business Consumer’s ethnocentrism perceived quality brand personality purchase intention brand trust |
| title | The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products |
| title_full | The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products |
| title_fullStr | The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products |
| title_full_unstemmed | The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products |
| title_short | The Role of Consumer Ethnocentrism Propensity and Brand Personality in Purchasing Domestic Products |
| title_sort | role of consumer ethnocentrism propensity and brand personality in purchasing domestic products |
| topic | Consumer’s ethnocentrism perceived quality brand personality purchase intention brand trust |
| url | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/68 |
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