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Title: Marketing strategies in foreign markets sensitive to consumer ethnocentrism and confidence: Empirical evidence from Greece
Issue Date: Jun-2018
Abstract: Global recessions and the rise of patriotism in the last decade indicate shifts in consumer morale and ethnocentric tendencies. However, there is a considerate gap on the effects of consumer ethnocentrism (CET) and consumer confidence (CC) on brand related consumer behaviour. This paper fills this gap by examining the moderating effects of CET on the relationship between Customer Equity Drivers (CEDs) and (re)Purchase Intentions (PI). We also unveil (two-way) interaction effects of both CET and CC on the relationship between CEDs and PI. As for the method, 398 Greek consumers participated in Athens in a Mall-intercept approach. The sampling method entailed a stratified sample to reflect national statistics. Results stressed that CET attenuated the positive relationship between Value Equity and PI. Moreover, both CET and CC dampened the positive effect between Relationship Equity and PI. Hence, this paper facilitates brand managers to adjust CEDs sensitive to CET and CC.
Appears in Collections:Δημοσιεύσεις σε Συνέδρια

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