Research Article
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The Impact of National Identification and Cultural Sensitivity on Consumer Ethnocentrism and Perceived Risk: A Path Analysis

Year 2023, Volume: 10 Issue: 2, 565 - 575, 30.06.2023
https://doi.org/10.47097/piar.1288906

Abstract

This study aims to examine three relationship constructs: national identification and consumer ethnocentrism, and cultural sensitivity and consumer ethnocentrism, and consumer ethnocentrism and perceived risk. The data was collected from a convenience sample of 343 respondents via questionnaire. Research model is adapted from Wang et al., (2018: 326), who tested in the UK market. Path analysis is executed to test our model and reveal the relationships within construct. Results indicate that national identification and ethnocentrism, and ethnocentrism and perceived risk constructs are positively associates. However, there is no statistically significant association between cultural sensitivity and ethnocentrism constructs.

References

  • Acikdilli, G., Ziemnowicz, C., & Bahhouth, V. (2018). Consumer Ethnocentrism in Turkey: Ours are Better than Theirs. Journal of International Consumer Marketing, 30(1), 45-57,
  • Askegaard, S. & Ger, G. (1998). Product-country images: toward a contextualized approach. European Advances in Consumer Research, 3, 50–58.
  • Assael, H. (1992). Consumer Behavior & Marketing Action, 4th ed. PWS-Kent Publishing, Boston.
  • Balabanis, G. Diamantopoulos, A., Mueller R.D., & Melewar T.C. (2001). The impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), 157-175.
  • Bardakcı, A. ve Akıncı M. (2014). Türkiye’de Ürün Markalamada Yabancı Dil Kullanımı: Sebepler ve Sonuçlar. Tüketici ve Tüketim Araştırmaları Dergisi, 6(1), 1-26.
  • Bardakcı, A., Baran, T., ve Djavlonbek, K. (2019). Menşe Karmaşası. Harvard Business Review Türkiye, 8(6), 102-107.
  • Basfirinci, C., & Cilingir Uk, Z. (2020). Does country of origin matter for chocolate? ethnocentrism, involvement, and perceived risk for Turkish university students. Journal of Food Products Marketing, 26(2), 144-184.
  • Blank, T. & Schmidt, P. (2003). National identity in a united Germany: nationalism or patriotism? An empirical test with representative data. Political Psychology, 24 (2), 289-312.
  • Doosje, B., Branscombe, N., Spears, R., & Manstead, A. (1998). Guilty by association: when one’s group has a negative history. Journal of Personality and Social Psychology, 75(6), 872–886.
  • Dursun, I., Kabadayı, E. T., Ceylan, K. E., & Köksal, C. G. (2019). Russian Consumers' Responses to Turkish Products: Exploring the Roles of Country Image, Consumer Ethnocentrism, and Animosity. Business and Economics Research Journal, 10(2), 499-516.
  • Erdogan, I. & Okumuslar, M. (2020). Intercultural Sensitivity and Ethnocentrism Levels of Theology Students in A Turkish University Sample. Religions, 11(5), 237.
  • Fazli-Salehi, R., Torres, I.M., Madadi, R., & Zuniga, M.A. (2021). Is country affinity applicable for domestic brands? The role of nation sentiment on consumers’ self-brand connection with domestic vs foreign brands. Asia Pacific Journal of Marketing and Logistics, 33 (3), 731-754.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Gineikiene, J., Schlegelmilch, B.B. & Auruskeviciene, V. (2017), “Ours” or “theirs”? Psychological ownership and domestic products preferences. Journal of Business Research, 72, 93–103.
  • Hung, K. H., Gu, F. F., & Yim, C. K. (2007). A social institutional approach to identifying generation cohorts in China with a comparison with American consumers. Journal of International Business Studies, 38(5), 836–853.
  • Karoui, S. & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25, 63–71.
  • Keillor, B., & Hult, G. T. M., (1999). A five-country study of national identity. International Marketing Review, 16(1), 65 – 84.
  • Klein, J. G., Ettenson, R., & Krishnan, B. C. (2006). Extending the construct of consumer ethnocentrism: When foreign products are preferred. International Marketing Review, 23(3), 304–321.
  • Kline, R. B. (2005). Principle and Practice of Structural Equation Modeling. The Guilford Press, USA.
  • Kumar, A., Lee, H.J., & Kim, Y.K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of BusinessResearch ,62(5), 521–527.
  • Ma, Q., & Hu, L. (2019). The influence of the consumer ethnocentrism and cultural familiarity on brand preference: Evidence of Event-Related Potential (ERP). Frontiers in Human Neuroscience, 13, 220.
  • Nguyen, T. D., Nguyen, T. T., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products—evidence from Vietnam. Journal of Consumer Behaviour, 7(1), 88-100.
  • Ortega-Egea, J.M., & García-de-Frutos, N. (2021). Mapping the influence of country‐of‐origin knowledge, consumer ethnocentrism, and perceived risk on consumer action against foreign products. Journal of Consumer Behaviour, 20(5), 1164-1178.
  • Rambocas, M., & Mahabir, J. M. (2021). The effects of consumers' cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago. Journal of Fashion Marketing and Management: An International Journal, 25(4), 644-664.
  • Rawwas, M.Y.A., Rajendran, K.N. & Wueher, G.A. (1996). The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products. International Marketing Review, 13(2), 20-38.
  • Roccas, S., Klar, Y. & Liviatan, I. (2006). The Paradox of Group-Based Guilt: Modes of National Identification, Conflict Vehemence, and Reactions to the In-Group’s Moral Violations. Journal of Personality and Social Psychology, 91(4), 698–711.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research, 8(2), 23–74.
  • Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of the Academy of Marketing Science, 23(1), 26–37.
  • Shimp, T.A. & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289.
  • Strizhakova, Y., Coulter, R. A., & Price, L. L. (2008). Branded products as a passport to global citizenship: Perspectives from developed and developing countries. Journal of International Marketing, 16(4), 57-85.
  • Sweeney, J., Soutar, G., & Johnson, L. (1999). The role of perceived risk in the quality–value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105.
  • Thuy Hang Dao, K. N., & von der Heidt, T. (2018). Why consumers in developing countries prefer foreign brands: a study of Japanese brands in Vietnam. Journal of Promotion Management, 24(3), 398-419.
  • Uyar, A. (2018). A Study on Consumers' perception About Chinese Products and Their Willingness to Buy. Uluslararası Avrasya Sosyal Bilimler Dergisi, 9(32), 1121-1143.
  • Verlegh P.WJ. (2007) Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives. Journal of International Business Studies, 38, 361–373.
  • Wang, W., He, H., Sahadev, S., & Song, W. (2018). UK consumers' perceived risk of buying products from emerging economies: A moderated mediation model. Journal of Consumer Behaviour, 17(3), 326-339.
  • Wilkins, S., M.M. Butt., Shams, F. & Pérez, A. (2019). The acceptance of halal food in non-Muslim countries Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing, 10(4), 1308-133.

Ulusal Kimlik ve Kültürel Duyarlılığın Tüketici Etnosentrizmi ve Algılanan Risk Üzerindeki Etkisi: Bir Yol Analizi

Year 2023, Volume: 10 Issue: 2, 565 - 575, 30.06.2023
https://doi.org/10.47097/piar.1288906

Abstract

Bu çalışmada, ulusal kimlik ile tüketici etnosentrizmi, kültürel duyarlılık ile tüketici etnosentrizmi ve tüketici etnosentrizmi ile algılanan risk arasındaki ilişkilerin ölçülmesi amaçlanmıştır. Bu amaçla, kolayda örneklemle 343 katılımcıdan anket yoluyla toplanan veriler kullanılmıştır. Araştırma modeli, Wang vd.’nin (2018: 326) İngiltere pazarında test ettiği modelden uyarlanmıştır. Araştırma modelini ve modeldeki ilişkileri analiz edebilmek üzere yol analizi gerçekleştirilmiştir. Araştırmanın sonuçları, ulusal kimliğe yönelik tutumu yüksek tüketicilerin, etnosentrizm düzeylerinin de yüksek olduğu ve bu yüzden yabancı ürün alma eğilimlerinin düşük olduğuna işaret etmektedir. Bulgular, tüketici etnosentrizmi ile yabancı menşeli ürünlere yönelik algılanan risk arasında pozitif bir ilişki olduğunu göstermektedir. Ancak kültürel hassasiyet ile tüketici etnosentrizmi arasında anlamlı bir ilişki ortaya konulamamıştır.

References

  • Acikdilli, G., Ziemnowicz, C., & Bahhouth, V. (2018). Consumer Ethnocentrism in Turkey: Ours are Better than Theirs. Journal of International Consumer Marketing, 30(1), 45-57,
  • Askegaard, S. & Ger, G. (1998). Product-country images: toward a contextualized approach. European Advances in Consumer Research, 3, 50–58.
  • Assael, H. (1992). Consumer Behavior & Marketing Action, 4th ed. PWS-Kent Publishing, Boston.
  • Balabanis, G. Diamantopoulos, A., Mueller R.D., & Melewar T.C. (2001). The impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies. Journal of International Business Studies, 32(1), 157-175.
  • Bardakcı, A. ve Akıncı M. (2014). Türkiye’de Ürün Markalamada Yabancı Dil Kullanımı: Sebepler ve Sonuçlar. Tüketici ve Tüketim Araştırmaları Dergisi, 6(1), 1-26.
  • Bardakcı, A., Baran, T., ve Djavlonbek, K. (2019). Menşe Karmaşası. Harvard Business Review Türkiye, 8(6), 102-107.
  • Basfirinci, C., & Cilingir Uk, Z. (2020). Does country of origin matter for chocolate? ethnocentrism, involvement, and perceived risk for Turkish university students. Journal of Food Products Marketing, 26(2), 144-184.
  • Blank, T. & Schmidt, P. (2003). National identity in a united Germany: nationalism or patriotism? An empirical test with representative data. Political Psychology, 24 (2), 289-312.
  • Doosje, B., Branscombe, N., Spears, R., & Manstead, A. (1998). Guilty by association: when one’s group has a negative history. Journal of Personality and Social Psychology, 75(6), 872–886.
  • Dursun, I., Kabadayı, E. T., Ceylan, K. E., & Köksal, C. G. (2019). Russian Consumers' Responses to Turkish Products: Exploring the Roles of Country Image, Consumer Ethnocentrism, and Animosity. Business and Economics Research Journal, 10(2), 499-516.
  • Erdogan, I. & Okumuslar, M. (2020). Intercultural Sensitivity and Ethnocentrism Levels of Theology Students in A Turkish University Sample. Religions, 11(5), 237.
  • Fazli-Salehi, R., Torres, I.M., Madadi, R., & Zuniga, M.A. (2021). Is country affinity applicable for domestic brands? The role of nation sentiment on consumers’ self-brand connection with domestic vs foreign brands. Asia Pacific Journal of Marketing and Logistics, 33 (3), 731-754.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
  • Gineikiene, J., Schlegelmilch, B.B. & Auruskeviciene, V. (2017), “Ours” or “theirs”? Psychological ownership and domestic products preferences. Journal of Business Research, 72, 93–103.
  • Hung, K. H., Gu, F. F., & Yim, C. K. (2007). A social institutional approach to identifying generation cohorts in China with a comparison with American consumers. Journal of International Business Studies, 38(5), 836–853.
  • Karoui, S. & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25, 63–71.
  • Keillor, B., & Hult, G. T. M., (1999). A five-country study of national identity. International Marketing Review, 16(1), 65 – 84.
  • Klein, J. G., Ettenson, R., & Krishnan, B. C. (2006). Extending the construct of consumer ethnocentrism: When foreign products are preferred. International Marketing Review, 23(3), 304–321.
  • Kline, R. B. (2005). Principle and Practice of Structural Equation Modeling. The Guilford Press, USA.
  • Kumar, A., Lee, H.J., & Kim, Y.K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of BusinessResearch ,62(5), 521–527.
  • Ma, Q., & Hu, L. (2019). The influence of the consumer ethnocentrism and cultural familiarity on brand preference: Evidence of Event-Related Potential (ERP). Frontiers in Human Neuroscience, 13, 220.
  • Nguyen, T. D., Nguyen, T. T., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products—evidence from Vietnam. Journal of Consumer Behaviour, 7(1), 88-100.
  • Ortega-Egea, J.M., & García-de-Frutos, N. (2021). Mapping the influence of country‐of‐origin knowledge, consumer ethnocentrism, and perceived risk on consumer action against foreign products. Journal of Consumer Behaviour, 20(5), 1164-1178.
  • Rambocas, M., & Mahabir, J. M. (2021). The effects of consumers' cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago. Journal of Fashion Marketing and Management: An International Journal, 25(4), 644-664.
  • Rawwas, M.Y.A., Rajendran, K.N. & Wueher, G.A. (1996). The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products. International Marketing Review, 13(2), 20-38.
  • Roccas, S., Klar, Y. & Liviatan, I. (2006). The Paradox of Group-Based Guilt: Modes of National Identification, Conflict Vehemence, and Reactions to the In-Group’s Moral Violations. Journal of Personality and Social Psychology, 91(4), 698–711.
  • Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures. Methods of Psychological Research, 8(2), 23–74.
  • Sharma, S., Shimp, T. A., & Shin, J. (1995). Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of the Academy of Marketing Science, 23(1), 26–37.
  • Shimp, T.A. & Sharma, S. (1987). Consumer ethnocentrism: construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289.
  • Strizhakova, Y., Coulter, R. A., & Price, L. L. (2008). Branded products as a passport to global citizenship: Perspectives from developed and developing countries. Journal of International Marketing, 16(4), 57-85.
  • Sweeney, J., Soutar, G., & Johnson, L. (1999). The role of perceived risk in the quality–value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77–105.
  • Thuy Hang Dao, K. N., & von der Heidt, T. (2018). Why consumers in developing countries prefer foreign brands: a study of Japanese brands in Vietnam. Journal of Promotion Management, 24(3), 398-419.
  • Uyar, A. (2018). A Study on Consumers' perception About Chinese Products and Their Willingness to Buy. Uluslararası Avrasya Sosyal Bilimler Dergisi, 9(32), 1121-1143.
  • Verlegh P.WJ. (2007) Home country bias in product evaluation: the complementary roles of economic and socio-psychological motives. Journal of International Business Studies, 38, 361–373.
  • Wang, W., He, H., Sahadev, S., & Song, W. (2018). UK consumers' perceived risk of buying products from emerging economies: A moderated mediation model. Journal of Consumer Behaviour, 17(3), 326-339.
  • Wilkins, S., M.M. Butt., Shams, F. & Pérez, A. (2019). The acceptance of halal food in non-Muslim countries Effects of religious identity, national identification, consumer ethnocentrism and consumer cosmopolitanism. Journal of Islamic Marketing, 10(4), 1308-133.
There are 36 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Çetin Kalburan 0000-0002-6339-5359

Murat Kantar 0000-0002-2251-1181

Ahmet Bardakcı 0000-0003-1391-6432

Selçuk Burak Haşıloğlu 0000-0003-4512-6531

Publication Date June 30, 2023
Published in Issue Year 2023 Volume: 10 Issue: 2

Cite

APA Kalburan, Ç., Kantar, M., Bardakcı, A., Haşıloğlu, S. B. (2023). Ulusal Kimlik ve Kültürel Duyarlılığın Tüketici Etnosentrizmi ve Algılanan Risk Üzerindeki Etkisi: Bir Yol Analizi. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 10(2), 565-575. https://doi.org/10.47097/piar.1288906

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