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

Andreea Ioana Bujac, Lartey Godwin Lawson

Publikation: Bidrag til bog/antologi/rapport/konference proceedingBidrag til bog/antologiForskningpeer review

Abstrakt

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.
OriginalsprogEngelsk
TitelExploring the Dynamics of Consumerism in Developing Nations
RedaktørerAyantunji Gbadamosi
ForlagIGI global
Publikationsdatojan. 2019
Kapitel3
ISBN (Trykt)9781522579069
DOI
StatusUdgivet - jan. 2019

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