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 proceedingBook chapterResearchpeer-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 languageEnglish
Title of host publicationExploring the Dynamics of Consumerism in Developing Nations
EditorsAyantunji Gbadamosi
PublisherIGI global
Publication dateJan 2019
Chapter3
ISBN (Print)9781522579069
DOIs
Publication statusPublished - Jan 2019

Keywords

  • Country of Origin
  • Consumer Ethnocentrism
  • Consumer Perception
  • Ramania
  • Denmark
  • Branding

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    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