• 산경연구논집
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• 제12권6호
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• pp.7-21
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• 2021

Purpose: Modern globalization and Western markets saturation has catalyzed the growth of culinary globalization into developing countries. The question was whether fast food consumers in frontier markets of Sub-Saharan Africa (Zimbabwe), either upholds national gastronomic tendencies in terms of consumer ethnocentrism and buy local or they adopt global fast food brands. Demographic consumer profiles were also analyzed as antecedents of consumer ethnocentrism. Research design, data and methodology: A sample size of 400 fast food-adult consumers was surveyed in the City of Harare. Data was captured on SPSS and Analysis of Moment Structure (AMOS). Hypothesis testing was done using sample t test (H₁), logistic regression (H₂) and multiple regression (H₃, ₄, ₅) analysis. Results: Consumer ethnocentrism in Zimbabwe was marginally above average and no statistically significant relationship between the levels of consumer ethnocentrism and adoption of foreign fast food brands was noted. Age had an inverse relationship; income had a positive association whilst gender had no statistical significance with consumer ethnocentrism. Conclusions: Despite the Zimbabwean consumers being marginally ethnocentric, international restaurateurs should invest in the Zimbabwean fast food market since their nature of being foreign has got an exotic appeal to the Zimbabwean consumers thereby enhancing their likelihood of success.

• 한국의류학회지
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• 제29권11호
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• pp.1498-1506
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• 2005

This study intended to identify the effects of consumer ethnocentrism and fashion leadership on purchasing attitude toward luxury brands. This study also identified differences in consumer ethnocentrism and fashion leadership according to demographic characteristics and the relationship between ethnocentrism and fashion leadership. The data used in this study were gathered through surveying university students living in Seoul using convenient sampling method, and 325 questionnaires were used in t test, F test, and regression analysis. The results showed significant differences in consumer ethnocentrism according to age, clothing expenditure, monthly pocket money and in fashion leadership according to age, major, clothing expenditure, monthly pocket money, and monthly household income. There was no significant relationship between consumer ethnocentrism and fashion leadership. Consumer ethnocentrism negatively influenced the purchasing attitude whereas fashion leadership influenced positively. The results of this study provide insights into young consumers' increasing demands toward luxury brands and suggest some promotional tools that might prove effective.

• 유통과학연구
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• 제14권12호
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• pp.89-97
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• 2016

Purpose - In the major global markets, such as US and China, consumer ethnocentrism has been strengtened and there is a growing need for related study. This research aims to investigate the effects of national pride and national attachment on consumer ethnocentrism, using a nationally representative dataset from 2013 Korean General Social Survey. Based on the reviews of literature in social and political sciences, two dimensions of national pride were considered: national society pride which is based on positive evaluations on the nation's democracy condition or social security system, and national achievement pride which is based on positive evaluations regarding the country's achievements in the areas of technology, art, sports, and so on. Research design, data, and methodology - The authors developed a structural model in which two types of national pride, national society and achievement pride, are proposed to affect national attachment, thus influencing consumer ethnocentrism. 1,294 surveys were used for empirical analysis. The hypotheses were tested by utilizing SPSS 22.0 and AMOS 21.0. The unidimensionality of each construct and the nomological validity were supported from the results of factor analyses and correlation analysis. Results - It was found that both national society pride and national achievement pride have significant and positive effects on national attachment. Consumers who show stronger pride on the social systems or the global achievements of Korea are more likely to remain being a citizen of the country and support the country even in wrong. Also, there was a significant and positive relationship between national attachment and consumer ethnocentrism. Korean consumers who have stronger attachment to Korea tend to express higher ethnocentrism to protect Korean labor market and to promote economic development of the country. Conclusions - The findings of this study showed that companies and government need to emphasize the country's advanced social environments or global competitiveness in technology, sports, art, and so on, to boost national attachment. With a deeper understanding on the relationships among national pride, national attachment, and consumer ethnocentrism, the authors expect that both local and foreign companies in Korea will be able to develop more effective marketing strategies and to achieve sustainable competitive advantage.

• The Journal of Asian Finance, Economics and Business
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• 제9권2호
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• pp.427-436
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• 2022

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.

• 한국의류학회지
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• 제28권9_10호
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• pp.1197-1207
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• 2004

The purpose of this study was to identify the impact of materialism on the attitude toward purchasing foreign luxury brands and the moderating effect of consumer ethnocentrism on this impact. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 325 questionnaires were used in the statistical analysis. In analysing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that success factor of materialism gave rise to negative attitude toward purchasing foreign luxury brands while centrality factor of materialism spurred positive attitude. Consumer ethnocentrism also showed a significant effect as a moderator on the relationship between materialism and attitude: The relationship between materialism and attitude was stronger among subjects who had lower consumer ethnocentric tendencies than among subjects who had higher consumer ethnocentric tendencies.

• Human Ecology Research
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• 제59권3호
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• pp.419-432
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• 2021

To help korean fashion brands establish CSR activities in the chinese market in the future, this study investigated the influence of korean fashion brands' CSR fit with Chinese Consumers on Consumer Satisfaction and brand attitude, with the moderating effect of ethnocentrism. An online survey was conducted with 20-39 year-old consumers in China from April 18 to April 30, 2021. Data analysis was conducted using SPSS 24.0 and Amos 24.0. The results of this paper are as follows. First, environmental CSR fit had the greatest impact on consumer satisfaction, followed by financial CSR fit and social contribution CSR fit. Second, environmental CSR fit and social contribution CSR fit had positive effects on brand attitude, while financial CSR fit did not have a positive effect on brand attitude. Third, as customer satisfaction has a favorable effect on brand attitude, it can be inferred that the greater the satisfaction customers feel for a Korean fashion brand in China, the more positive the attitude they develop toward Korean brands. Fourth, there was no significant difference between groups that had a high and low degree of ethnocentrism, confirming that ethnocentrism does not have a moderating effect on consumer satisfaction. On the other hand, in the relationship between environmental and social contribution CSR fit and brand attitude, there was a greater impact in the low ethnocentrism group compared with the high ethnocentrism group, which verifies the moderating effect of ethnocentrism.

• 한국의상디자인학회지
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• 제22권4호
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• pp.79-91
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• 2020

This research aims to study the effect of consumer ethnocentrism and animosity towards the purchase of Korean visual arts products by Chinese consumers. Total of 302 questionnaires were distributed for measuring the constructs using the online survey website (www.sojump.com). All the questionnaires were validated and tested for further statistical analysis through exploratory factor analysis (EFA) and later a confirmatory factor analysis (CFA) using SPSS 22.0 and AMOS 22.0 statistical systems. In addition, structural equation modeling technique (SEM) was applied for testing the hypotheses. Among all variables, consumer ethnocentrism plays the most negatively significant role, followed by animosity toward buying Korean products. Fortunately, there is a positive variable, cosmopolitanism, that can help mitigate the impact of this hostility, and more interesting results are described in detail in the current paper. This study has been added value between theory and practice exploring ethnocentrism and animosity effects, and more theoretical and managerial implications are discussed.

• 한국의류산업학회지
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• 제24권4호
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• pp.408-417
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• 2022

This study developed a structural model to examine the relationships among consumer traits, self-brand connections, and purchase intentions for local fashion brands under "Guochao" consumption in China. An online survey with a self-administered questionnaire was undertaken through Chinese SNS tools to collect the data. A total of 276 usable responses were obtained from Chinese consumers who are residents in China. More females(n=174, +63%) than males (n=102, 37%) participated, and they were aged from 18 to 45 years old. The measurement model was confirmed to be reliable and valid. In the estimated structural model, the consumer traits of ethnocentrism and cultural affinity positively affected the self-brand connection, leading to purchase intentions for the local fashion brands. Specifically, the ethnocentrism factor indirectly affected the purchase intentions by mediating the self-brand connection, while the cultural affinity factor had significant direct effects on purchase intentions. Thus, a partial mediating effect of self-brand connection was found in the relationship between the consumer traits(ethnocentrism and cultural affinity) and purchase intentions of local fashion brands in the cultural "Guochao" consumption context. This study provides insights into extending the cultural theory of ethnocentrism relevant to self-brand connections and discusses the managerial implications for developing strategic global branding in the Chinese fashion markets.

• 유통과학연구
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• 제17권8호
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• pp.5-14
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• 2019

Purpose - This study aims to proposes a conceptual framework to segment multi-national products based on a Chinese consumer's perception of multi-national products, to find the role of consumer ethnocentrism (CET) in country of origin (COO) effects for Chinese, and to figure out how different dimension of CET Effects on purchase intention developed market and home country. Research design, data and methodology - This study selected a 2×2×2 factorial design for the hypothesis test based on the product category × combination of manufactured type × Ethnocentrism level. This study distinguishes products between luxury (Burberry) and non-luxury (Nike) products and choose combination of manufactured type (Spain vs India/ Spain vs China) in order to perform comparative studies. A total of 223 Chinese participated in the experiment. After being exposed to each scenario, participants were asked to respond to questions about brand preference and purchase intention Results - Regarding to luxury made in developed country, it is worth that exposing COO information to low level of ethnocentrism consumers. Regarding to non-luxury product made in emerging country, it makes it worse when COO information to high level of ethnocentrism consumers. Lastly, regarding to non-luxury product, patriotic consumers prefer to purchase product made in home country.

• 한국유통학회지:유통연구
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• 제15권2호
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• pp.71-99
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• 2010

본 연구에서는 애국심이 자국 및 외국 제품 평가에 미치는 영향을 실증적으로 분석하였다. 또한 애국심과 제품평가 간의 관계에 있어 소비자 자민족중심주의의 매개변수적 영향력을 분석하였다. 실증분석을 위해 서울 소재 대학에 재학 중인 학부생과 대학원생을 대상으로 설문조사를 실시하였다. 조사결과 애국심은 외국제품 평가에는 영향을 미치지 않는 것으로 나타났으나, 자국제품 평가에는 긍정적 영향을 미치는 것으로 나타났다. 또한 소비자 자민족중심주의는 애국심과 자국제품 평가 간의 관계를 매개하는 것으로 나타났다. 실증분석 결과를 토대로 연구의 의의를 논하였으며, 유통관리 측면에서의 시사점을 제시하였다. 끝으로 연구의 한계점과 향후 연구방향을 제안하였다.