The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands

The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands

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This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for Fork beverages in Pakistan.A quantitative survey was administered to collect the data and a path analysis conducted to test the model.Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect Zanussi ZOA35675XK Side-opening Single Fan Oven With Programmable Tim to local brands.

Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.