The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research
Enterprises operating in international markets in a globalizing world must take many factors into consideration in their activities. Country of origin effect and consumer ethnocentrism are among these factors. In this study, the goals were to determine (i) the effect of consumer ethnocentrism and th...
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| Format: | Article |
| Language: | English |
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Selcuk University Press
2020-09-01
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| Series: | Türk Spor ve Egzersiz Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/1139066 |
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| author | Murat Arslandere Yusuf Er |
| author_facet | Murat Arslandere Yusuf Er |
| author_sort | Murat Arslandere |
| collection | DOAJ |
| description | Enterprises operating in international markets in a globalizing world must take many factors into consideration in their activities. Country of origin effect and consumer ethnocentrism are among these factors. In this study, the goals were to determine (i) the effect of consumer ethnocentrism and the the country of origin effect on attitude towards the foreign brand and (ii) the effect of attitude towards the foreign brand on the purchase intention of foreign brand products. Foreign products were considered as recreational materials used in sports activities. A total of 335 participants (195 women (58%) and 140 men (42%), participated in the study. The data collected with the help of a structured questionnaire were statistically analyzed using SmartPLS 3.0 software. The results revealed that consumer ethnocentrism negatively influences attitude towards the foreign brand, country of origin effect positively influences attitude towards the foreign brand, and finally attitude towards the foreign brand has a strong and positive effect on the purchase intention of foreign brand products. Considering that Turkish consumers generally behave in favor of purchasing local products in textiles and clothing products, the fact that the country of origin effect has a positive effect on the foreign brand attitude of recreational materials used in sports activities has been the most striking point of the study. |
| format | Article |
| id | doaj-art-dd02c610675c41e6a989319dae9d1903 |
| institution | Kabale University |
| issn | 2147-5652 |
| language | English |
| publishDate | 2020-09-01 |
| publisher | Selcuk University Press |
| record_format | Article |
| series | Türk Spor ve Egzersiz Dergisi |
| spelling | doaj-art-dd02c610675c41e6a989319dae9d19032025-02-03T03:38:42ZengSelcuk University PressTürk Spor ve Egzersiz Dergisi2147-56522020-09-01222171182154The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical ResearchMurat Arslandere0Yusuf Er1KARAMANOGLU MEHMETBEY UNIVERSITYKARAMANOGLU MEHMETBEY UNIVERSITYEnterprises operating in international markets in a globalizing world must take many factors into consideration in their activities. Country of origin effect and consumer ethnocentrism are among these factors. In this study, the goals were to determine (i) the effect of consumer ethnocentrism and the the country of origin effect on attitude towards the foreign brand and (ii) the effect of attitude towards the foreign brand on the purchase intention of foreign brand products. Foreign products were considered as recreational materials used in sports activities. A total of 335 participants (195 women (58%) and 140 men (42%), participated in the study. The data collected with the help of a structured questionnaire were statistically analyzed using SmartPLS 3.0 software. The results revealed that consumer ethnocentrism negatively influences attitude towards the foreign brand, country of origin effect positively influences attitude towards the foreign brand, and finally attitude towards the foreign brand has a strong and positive effect on the purchase intention of foreign brand products. Considering that Turkish consumers generally behave in favor of purchasing local products in textiles and clothing products, the fact that the country of origin effect has a positive effect on the foreign brand attitude of recreational materials used in sports activities has been the most striking point of the study.https://dergipark.org.tr/tr/download/article-file/1139066country of origin effectconsumer ethnocentrismforeign productsrecreational materialspurchase intention |
| spellingShingle | Murat Arslandere Yusuf Er The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research Türk Spor ve Egzersiz Dergisi country of origin effect consumer ethnocentrism foreign products recreational materials purchase intention |
| title | The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research |
| title_full | The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research |
| title_fullStr | The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research |
| title_full_unstemmed | The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research |
| title_short | The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research |
| title_sort | impact of country of origin effect and consumer ethnocentrism on purchase intention of foreign brand recreational materials used in sports activities an empirical research |
| topic | country of origin effect consumer ethnocentrism foreign products recreational materials purchase intention |
| url | https://dergipark.org.tr/tr/download/article-file/1139066 |
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