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Review of the theoretical and empirical literature of consumer ethnocentrism

Stamule Stere and Bora Trajani
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Stamule Stere: Bucharest University of Economic Studies, Department of Marketing, Piaţa Romana 6, Bucharest 010374, Romania
Bora Trajani: European University of Tirana, Bulevardi Gjergj Fishta Nd. 70, Tirana 1023, Albania

Social Sciences and Education Research Review, 2015, vol. 2, issue 1, 41-54

Abstract: This article presents an analysis of the concept of consumer ethnocentrism measured by the researchers with the use of the Consumer Ethnocentric Tendencies Scale (CETSCALE) developed by Shimp and Sharma in 1987. The communication campaigns promoting the consumption of goods produced in Romania were revised together with the European legislation regarding this type of campaigns. While country-of-origin and ethnocentrism have been extensively researched, the link between CE and the attitude toward locally made products, as well as the link between CE and the attitude toward a buy local campaign has not been fully explored. The results will be useful for marketers, policy makers and businessmen to find what is especially important in consuming local products in Romania, why consumer ethnocentrism is relevant and what is influenced by consumer ethnocentrism. Such information could help them in taking strategically decisions.

Keywords: consumer ethnocentrism; buying local; CETSCALE; EU legislation; consumer behaviour (search for similar items in EconPapers)
JEL-codes: P00 R00 (search for similar items in EconPapers)
Date: 2015
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