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Title: Does Consumer Ethnocentrism affect loyalty strategies of Domestic Brands?
Issue Date: Jun-2018
Abstract: Fragile international and economic relationships between nations in the last decade, have resulted in shifts of consumer behaviour towards import offerings, mostly in favor of domestic brands. This turbulence has escalated nationalism, animosity and ethnocentrism. Hence, the basic question is whether the tendency of consumers to prefer domestic brands has an impact on the effects of branding strategies. This paper explores the moderating effects of CET on the effectiveness of loyalty strategies, also known as Customer Equity Drivers (CEDs). As far as the methodology is conferenced, 400 Greek consumers participated in a survey in Athens, Greece. The sampling method was that of a stratified sample following a Mall-intercept approach. Findings illustrated that CET strengthened the positive relationship between Value Equity and (re)Purchase Intentions (PI). Hence, this paper facilitates brand managers of domestic brands to apply loyalty strategies sensitive to CET and CC.
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