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.
|Title of host publication||Exploring the Dynamics of Consumerism in Developing Nations|
|Publication date||Jan 2019|
|Publication status||Published - Jan 2019|
- Country of Origin
- Consumer Ethnocentrism
- Consumer Perception
Bujac, A. I., & Lawson, L. G. (2019). Country-of-origin Effect and Consumer Ethnocentrism of Romanian Consumers of a Danish Beer Brand. In A. Gbadamosi (Ed.), Exploring the Dynamics of Consumerism in Developing Nations IGI global. https://doi.org/10.4018/978-1-5225-7906-9.ch003