An Exploratory Inquiry into the Role of Consumer Ethnocentrism as a Moderating Variable in Country of Origin Evaluations: A Conjoint Approach
Book Chapter
Vermillion, LJ, Seaton, FB, Laskey, HA. (2015). An Exploratory Inquiry into the Role of Consumer Ethnocentrism as a Moderating Variable in Country of Origin Evaluations: A Conjoint Approach
. 16. 10.1007/978-3-319-13141-2_15
Vermillion, LJ, Seaton, FB, Laskey, HA. (2015). An Exploratory Inquiry into the Role of Consumer Ethnocentrism as a Moderating Variable in Country of Origin Evaluations: A Conjoint Approach
. 16. 10.1007/978-3-319-13141-2_15
Consumer ethnocentrism, as developed by Shimp and Sharma (1987), captures beliefs held by consumers on the appropriateness and morality of purchasing foreign made goods. Previous research has provided support work has provided support for consumer ethnocentrism as a moderating variable in the purchase of low involvement goods and in times of threat to the host country (Sharma, Shimp, and Shin 1995).
