Brand Endorsement through Ethnocentric & National Identity Perspective

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The study was intended to examine the possible use of consumer ethnocentrism and national identity as strategic tools for promoting domestic brand equity in present competitive markets. Consumer ethnocentrism symbolizes an economic reason for favoring the own nation which is rooted in the desire to protect the domestic economy and as such it represents a socio-psychological motivation for home country bias driven by a desire to maintain a positive social identity. By exploring attitudes of consumers towards domestic and foreign products, local and global marketers can take significant inputs to formulate more effective marketing strategies. Consumer ethnocentrism, out of all proportions can be made to favor the domestic companies by institutionalizing it informally in the procurement policy of the government or widespread mainly as the tendencies of consumers to favor ‘home country’ products.


Sheeraz Tantray


Dr. Sheeraz Tantray is Assistant Professor & Head of the Department in Business Administration in Govt Degree College, Baramulla. He has done his Ph. D from Central University of Jammu and MBA from University of Kashmir, J&K, India. His area of interests are international business, consumer behavior, branding and rural marketing.

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Scholars' Press


consumer behavior, Ethnocentrism, national identity, BRAND EQUITY, Brand Endorsement, consumer ethnocentrism, domestic economy.

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BUSINESS & ECONOMICS / Production & Operations Management