The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands
Keywords:
consumer ethnocentrism, celebrity endorsement, attitudes, purchase intentionsAbstract
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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