Consumer ethnocentrism and Country of origin effect: The brand perception of Romanian consumers concerning a Danish beer brand

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Abstract

The research on consumer ethnocentrism and country of origin effect is quite substantial in the area of consumer research, but there are competing views as to how low involvement products influence and interact with consumer ethnocentrism and country of origin in a transitional market setting. The results of the present study show that COO, consumer ethnocentrism and demographic characteristics have a significant impact on the consumers’ perception of the Danish beer brand Tuborg.
Original languageEnglish
Publication date2013
Number of pages8
Publication statusPublished - 2013
Event22 IMDA World Business Congress - National Taipei University, Taipei, Taiwan, Province of China
Duration: 25 Jun 201329 Jun 2013

Conference

Conference22 IMDA World Business Congress
LocationNational Taipei University
CountryTaiwan, Province of China
CityTaipei
Period25/06/201329/06/2013

Bibliographical note

Article in Proceedings

Keywords

  • Consumer ethnocentrism, country of origin, brand perception

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