Country-of-origin Effect and Consumer Ethnocentrism of Romanian Consumers of a Danish Beer Brand

Andreea Ioana Bujac; Lartey Godwin Lawson

doi:10.4018/978-1-5225-7906-9.ch003

Country-of-origin Effect and Consumer Ethnocentrism of Romanian Consumers of a Danish Beer Brand

Andreea Ioana Bujac, Lartey Godwin Lawson

Research output: Contribution to book/anthology/report/conference proceeding › Book chapter › Research › peer-review

Abstract

This study examines the impact of consumer ethnocentrism and country of origin of a low involvement product on consumer brand perception and purchase behaviour in a transitional market setting of Central and Eastern Europe. Data were collected from 317 respondents from an urban population in 3 large cities in Romania. The results show that country of origin has a significant impact on the consumers’ perception of the Danish beer brand Tuborg. The results show statistically significant associations between consumer ethnocentrism taxation and buying Romanian products; as well as between demographic characteristics and brand perception.

Original language	English
Title of host publication	Exploring the Dynamics of Consumerism in Developing Nations
Editors	Ayantunji Gbadamosi
Publisher	IGI global
Publication date	Jan 2019
Chapter	3
ISBN (Print)	9781522579069
DOIs	https://doi.org/10.4018/978-1-5225-7906-9.ch003
Publication status	Published - Jan 2019

Keywords

Country of Origin
Consumer Ethnocentrism
Consumer Perception
Ramania
Denmark
Branding

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10.4018/978-1-5225-7906-9.ch003

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title = "Country-of-origin Effect and Consumer Ethnocentrism of Romanian Consumers of a Danish Beer Brand",

abstract = "This study examines the impact of consumer ethnocentrism and country of origin of a low involvement product on consumer brand perception and purchase behaviour in a transitional market setting of Central and Eastern Europe. Data were collected from 317 respondents from an urban population in 3 large cities in Romania. The results show that country of origin has a significant impact on the consumers{\textquoteright} perception of the Danish beer brand Tuborg. The results show statistically significant associations between consumer ethnocentrism taxation and buying Romanian products; as well as between demographic characteristics and brand perception.",

keywords = "Country of Origin, Consumer Ethnocentrism, Consumer Perception, Ramania, Denmark, Branding",

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Country-of-origin Effect and Consumer Ethnocentrism of Romanian Consumers of a Danish Beer Brand. / Bujac, Andreea Ioana; Lawson, Lartey Godwin.
Exploring the Dynamics of Consumerism in Developing Nations. ed. / Ayantunji Gbadamosi. IGI global, 2019.

Research output: Contribution to book/anthology/report/conference proceeding › Book chapter › Research › peer-review

TY - CHAP

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AU - Bujac, Andreea Ioana

AU - Lawson, Lartey Godwin

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N2 - This study examines the impact of consumer ethnocentrism and country of origin of a low involvement product on consumer brand perception and purchase behaviour in a transitional market setting of Central and Eastern Europe. Data were collected from 317 respondents from an urban population in 3 large cities in Romania. The results show that country of origin has a significant impact on the consumers’ perception of the Danish beer brand Tuborg. The results show statistically significant associations between consumer ethnocentrism taxation and buying Romanian products; as well as between demographic characteristics and brand perception.

AB - This study examines the impact of consumer ethnocentrism and country of origin of a low involvement product on consumer brand perception and purchase behaviour in a transitional market setting of Central and Eastern Europe. Data were collected from 317 respondents from an urban population in 3 large cities in Romania. The results show that country of origin has a significant impact on the consumers’ perception of the Danish beer brand Tuborg. The results show statistically significant associations between consumer ethnocentrism taxation and buying Romanian products; as well as between demographic characteristics and brand perception.

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KW - Consumer Ethnocentrism

KW - Consumer Perception

KW - Ramania

KW - Denmark

KW - Branding

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DO - 10.4018/978-1-5225-7906-9.ch003

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BT - Exploring the Dynamics of Consumerism in Developing Nations

A2 - Gbadamosi, Ayantunji

PB - IGI global

ER -

Country-of-origin Effect and Consumer Ethnocentrism of Romanian Consumers of a Danish Beer Brand

Abstract

Keywords

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