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http://dx.doi.org/10.13106/jafeb.2022.vol9.no2.0427

The Impact of Consumer Ethnocentrism on Purchase Intention: An Empirical Study from Vietnam  

NGUYEN, Thanh Ngoc Dan (Faculty of Business Administration, Ho Chi Minh City Open University)
DANG, Phuong Nhu (Faculty of Business Administration, Ho Chi Minh City Open University)
TRAN, Phu Hoang (Faculty of Business Administration, Ho Chi Minh City Open University)
NGUYEN, Trang Thi Thuy (Faculty of Business Administration, Ho Chi Minh City Open University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.2, 2022 , pp. 427-436 More about this Journal
Abstract
Ethnocentrism in users plays an important role in predicting user behavior when deciding between imported and domestic goods. The purpose of this study is to look into the influence of ethnocentrism in customer behavior on brand image, perceived value, perceived quality, brand trust, and brand buy intention. Vietnamese customers prefer homegrown brands. The moderate role of consumer ethnocentrism in the conceptual framework emphasizes the country origin of the product is the most important factor. It also demonstrates how the intention of Vietnamese consumers to buy domestic brands is substantially influenced. To test the hypothesis, this article used a quantitative technique utilizing PLS-SEM software. With 917 samples, the study used the quota sampling approach to collect data from students at 10 universities in Ho Chi Minh City. The data suggest that all players have a positive association and that consumer ethnocentrism has a moderate impact in the Vietnamese brand context. Following that, suggestions are made to help Vietnamese firms create and retain their brands in the face of severe competition from global brands in the domestic market. To increase consumer intent in purchasing behavior, the Vietnamese local company needs to establish a strong brand.
Keywords
Consumer Ethnocentrism; Brand Image; Perceived Value; Perceived Quality; Brand Trust; Purchase Intention;
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Times Cited By KSCI : 4  (Citation Analysis)
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