Consumer Ethnocentrism—Chinese Empirical Evidence and Marketing Implications

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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 its relationships with socio-psychological factors, lifestyle factors, and demographic factors, and identifies 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 segments. The findings have implications for both corporate marketing and social marketing applications.