Consumer ethnocentrism in the German market

H. Evanschitzky, F. van Wangenheim, David Woisetschläger, M. Blut

Research output: Contribution to journalArticle

56 Citations (Scopus)

Abstract

International marketing researchers have long been concerned with determining whether consumers are predisposed towards a preference for domestic products, as opposed to foreign products. The purpose of this paper is to assess such a domestic-country bias (DCB) in the German market. Results indicate that domestic firms in Germany can well rely on a safeguarding effect when marketing their products. At the same time, managers from foreign countries cannot rely on consumer ethnocentrism as a reliable indicator of the inclination of consumers to downgrade their products.
Original languageEnglish
Pages (from-to)7-32
Number of pages25
JournalInternational Marketing Review
Volume25
Issue number1
DOIs
Publication statusPublished - 2008

Keywords

  • consumer behaviour
  • ethnocentrism
  • Germany
  • marketing
  • international marketing

Fingerprint Dive into the research topics of 'Consumer ethnocentrism in the German market'. Together they form a unique fingerprint.

  • Cite this

    Evanschitzky, H., van Wangenheim, F., Woisetschläger, D., & Blut, M. (2008). Consumer ethnocentrism in the German market. International Marketing Review, 25(1), 7-32. https://doi.org/10.1108/02651330810851863