Measuring the impact of inter‐attitudinal conflict on consumer evaluations of foreign products
Abstract
Purpose
Most consumers can buy products from various countries, including their own. Some prefer local products; others prefer the superior quality, price, or image of foreign products. This study aims to investigate the strength of these preferences and their effects on consumers' evaluations of, and intentions to buy, foreign products.
Design/methodology/approach
With a sample of 571 Thai consumers, this study measures consumer ethnocentrism (CET), a general attitude, and country‐specific attitudes toward three product categories (cars, radios, and pens) with American brand associations.
Findings
Thai consumers' evaluations of US products vary at different levels of consumer ethnocentrism and country‐specific attitudes.
Research limitations/implications
Although it extends existing research into a less developed country setting, this study still relies on data from a single country.
Practical implications
Managers of both local and foreign brands can make use of these findings to position their offerings appropriately in Thailand.
Originality/value
This study extends the use of the CET concept to a less developed country and confirms prior results obtained in developed nations. In addition, it considers the joint effects of country‐specific and general attitudes in combination.
Keywords
Citation
Bandyopadhyay, S., Wongtada, N. and Rice, G. (2011), "Measuring the impact of inter‐attitudinal conflict on consumer evaluations of foreign products", Journal of Consumer Marketing, Vol. 28 No. 3, pp. 211-224. https://doi.org/10.1108/07363761111127635
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited