Consumer Ethnocentrism: Chinese Empirical Evidence and Marketing Implications

Author: Wang Haizhong
Publisher:
Publish Date: 2002-12-01
Features: Doctoral dissertation on Chinese marketing and consumer behavior research. This book takes consumer ethnocentrism as the core construct, employing quantitative research methods, and through field surveys and data analysis, verifies the existence of consumer ethnocentrism in China, explores the relationship between consumer ethnocentrism and socio-psychological factors, lifestyle factors, and demographic factors, and defines the moderating factors influencing consumer ethnocentrism. The research aims to establish a model of consumer ethnocentrism among Chinese consumers and, at the level of marketing strategy application, derives consumer ethnocentrism segmented markets. The research findings contain implications for corporate marketing and social marketing applications.