An Innovative Pilot Study of Ethnocentrism in the Context of Visual Elements in Marketing Management

Marián Čvirik (), Naqibullah Daneshjo (), Ferdinand Daňo and Peter Drábik
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Marián Čvirik: University of Economics in Bratislava
Naqibullah Daneshjo: University of Economics in Bratislava
Ferdinand Daňo: University of Economics in Bratislava
Peter Drábik: University of Economics in Bratislava

A chapter in New Challenges of the Global Economy for Business Management, 2025, pp 823-834 from Springer

Abstract: Abstract Study novelty: The paper deals with a topic that has an interdisciplinary character and combines two concepts: consumer ethnocentrism and colour perception. The aim of the presented article is investigation of the level of consumer ethnocentrism in the generation Z segment, an examination of the perception and preference of colours, as well as an examination of the possible influence of consumer ethnocentrism on the perception of colours. Based on the primary survey, in which 301 respondents of generation Z from Slovakia took part, we drew indicative conclusions. In the paper, we use several analytical methods (e.g. descriptive statistics, inductive statistics, and emphasis on correspondence analysis) on the basis of which we draw conclusions. It can be stated that young respondents have a low to average level of consumer ethnocentrism and relatively clear preferences in the context of colours. It is necessary to state that the paper also contains its limits, and therefore we consider the conclusions to be indicative but good base for further research in this unexplored area. The results can help managers in the preparation of marketing communications for generation Z, as well as in the creation of communications oriented to domestic products.

Keywords: Consumer ethnocentrism; Colour perception; Generation Z (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-96-4116-1_52

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DOI: 10.1007/978-981-96-4116-1_52

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