The Effect of Ethnocentric Consumer Behaviors on Brand Evangelism, Brand Loyalty and Brand Commitment about Domestic and National Brands (Yerli ve Milli Markalar Konusunda Tüketicilerin Etnosentrik Eğilimlerinin Marka Evangelizmi, Marka Sadakati ve Marka Bağlılığı Üzerindeki Etkisi)

Bora Göktaş
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Bora Göktaş: Bayburt University

Business and Economics Research Journal, 2023, vol. 14, issue 3, 409-432

Abstract: Domestic and national brands are issues that have come to the fore in Turkey recently; therefore, consumers often encounter this concept. This study aims to examine the attitudes of ethnocentric consumers towards domestic and national brands, their levels of commitment, loyalty, or evangelistic tendencies, and the effects of consumer ethnocentrism on brand commitment, brand loyalty, and brand evangelism. When the literature is reviewed, it is determined that the number of studies testing the effect of consumer ethnocentrism on brand loyalty, brand commitment, and brand evangelism together with all of its subjects is quite limited, and it seems that not enough research has been done. In this study, using the convenience sampling method, data were collected from 654 participants with the online survey technique, and regression analysis was used to test the hypotheses. According to the research findings, it was concluded that consumer ethnocentrism has a significant and positive linear effect on brand commitment, brand loyalty, and brand evangelism. In addition, for participants with ethnocentric tendencies, it was seen that attitudes towards the elements of "positive brand referrals" of brand evangelism, "cognitive loyalty" of brand loyalty, and "affective commitment" of brand commitment were higher.

Keywords: Consumer Ethnocentrism; Brand Evangelism; Brand Loyalty; Brand Commitment; Consumer Attitudes (search for similar items in EconPapers)
JEL-codes: M30 M31 M38 (search for similar items in EconPapers)
Date: 2023
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