Country-of-Origin Effect and Consumer Ethnocentrism: The Brand Perception of Romanian Consumers of a Danish Beer Brand

View Sample PDF

Author(s): Andreea I. Bujac (Aalborg University, Denmark)and Lartey G. Lawson (The Ministry of Transport, The Danish Road Directorate, Denmark)
Copyright: 2019
Pages: 23
Source title: Exploring the Dynamics of Consumerism in Developing Nations
Source Author(s)/Editor(s): Ayantunji Gbadamosi (University of East London, UK)
DOI: 10.4018/978-1-5225-7906-9.ch003

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

Purchase

View Country-of-Origin Effect and Consumer Ethnocentrism: The Brand Perception of Romanian Consumers of a Danish Beer Brand on the publisher's website for pricing and purchasing information.

Abstract

This chapter examines the impact of consumer ethnocentrism and country of origin of a low involvement product on consumer brand perception and purchase behavior in a transitional market setting of Central and Eastern Europe. Data were collected from 317 respondents from an urban population in three 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.

The IRMA Community

Research IRM

Country-of-Origin Effect and Consumer Ethnocentrism: The Brand Perception of Romanian Consumers of a Danish Beer Brand

Purchase

Abstract

Related Content

IRMA Sponsors