Consumer ethnocentrism in the German market

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

Research output: Contribution to journalArticlepeer-review

70 Citations (Scopus)


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
Issue number1
Publication statusPublished - 2008


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


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