The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research
Yükleniyor...
Dosyalar
Tarih
2020 Eylül
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Selçuk Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Enterprises operating in international markets in a globalizing world must take many factors into consideration in their
activities. Country of origin effect and consumer ethnocentrism are among these factors. In this study, the goals were to
determine (i) the effect of consumer ethnocentrism and the the country of origin effect on attitude towards the foreign brand
and (ii) the effect of attitude towards the foreign brand on the purchase intention of foreign brand products. Foreign products
were considered as recreational materials used in sports activities. A total of 335 participants (195 women (58%) and 140 men
(42%), participated in the study. The data collected with the help of a structured questionnaire were statistically analyzed using
SmartPLS 3.0 software. The results revealed that consumer ethnocentrism negatively influences attitude towards the foreign
brand, country of origin effect positively influences attitude towards the foreign brand, and finally attitude towards the foreign
brand has a strong and positive effect on the purchase intention of foreign brand products. Considering that Turkish consumers
generally behave in favor of purchasing local products in textiles and clothing products, the fact that the country of origin effect
has a positive effect on the foreign brand attitude of recreational materials used in sports activities has been the most striking
point of the study.
Açıklama
Anahtar Kelimeler
Country of Origin Effect, Consumer Ethnocentrism, Foreign Products, Recreational Materials, Purchase Intention
Kaynak
Turkish Journal of Sport and Exercise
WoS Q Değeri
Scopus Q Değeri
Cilt
22
Sayı
2
Künye
Arslandere, M., Er, Y., (2020). The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research. Turkish Journal of Sport and Exercise, 22(2), 171-182.
DOI: 10.15314/tsed.748785
