Personal Cultural Orientation and Consumer Ethnocentrism: Exploring the Moderating role of Gender.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43868669" target="_blank" >RIV/70883521:28120/12:43868669 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Personal Cultural Orientation and Consumer Ethnocentrism: Exploring the Moderating role of Gender.
Original language description
The purpose of this paper is to examine certain aspects of the relationship between personal cultural orientation and consumer ethnocentrism (CE) in the context of young educated customers in Sri Lanka. The sample was drawn from university students who are usually buying FMCG product categories. Self administrated questionnaire was distributed among 80 randomly selected respondents including both male and female. The reliability of all scales was found to be acceptable since Cronbach?s Alpha values werehigher than 0.6. The findings revealed that collectivism, masculinity and uncertainty avoidance display positive correlation with CE. Power distance and long term orientation have negative correlation with CE. However there is no significant differencebetween male and females in terms of CE and Local brand biasness.
Czech name
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Czech description
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Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Economic Development and Management of Regions, Hradec Economic Days 2012
ISBN
978-80-7435-172-3
ISSN
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e-ISSN
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Number of pages
6
Pages from-to
221-226
Publisher name
Univerzita Hradec Králové
Place of publication
Hradec Králové
Event location
Hradec Králové
Event date
Jan 31, 2012
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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