초록 열기/닫기 버튼
This study focuses on the ethnocentrism of Chinese consumers and its relationship with the brand attitudes toward foreign products. Specifically, this study investigates whether the relationship between consumers’ ethnocentrism and the brand attitudes varies with product types and the origin of foreign brand. This study gathers the data through customer survey at 5 cities in China and 1,257 Chinese consumers participated. The results of the study show that ethnocentric Chinese consumers have more negative attitude toward foreign brands than the less ethnocentric ones. However, this negative relationship between consumer ethnocentrism and the foreign brand attitude varies with the specific product and the country-of-origin of brand. With the product types,the negative relationship is strongest in the sportswear product which is thought more influential on the Chinese economy, companies, and employment. And it shows insignificant relationship in the passenger car product which is not necessary to the Chinese consumers compared with the mobile phone product. With the country-of-origin of foreign brands, ethnocentric Chinese consumers have most negative attitude toward Japanese brands while show insignificant relationship at the other countries’ brand(US, Germany, Korea).
키워드열기/닫기 버튼
Consumer ethnocentrism, foreign brand attitude, Chinese consumers
