Consumer Ethnocentrism--Chinese Empirical and Marketing Interpretations: Chinese Empirical and Marketing Interpretations

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. Through field surveys and data analysis, it verifies the existence of consumer ethnocentrism in China, explores the relationships between consumer ethnocentrism and social psychological factors, lifestyle factors, and demographic factors, and identifies the moderating factors influencing consumer ethnocentrism. The research aims to establish a model of Chinese consumer ethnocentrism and derive ethnocentric consumer segments from a marketing strategy application perspective. The conclusions contain implications for both corporate marketing and social marketing applications.