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

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

6

Strana od-do

221-226

Název nakladatele

Univerzita Hradec Králové

Místo vydání

Hradec Králové

Místo konání akce

Hradec Králové

Datum konání akce

31. 1. 2012

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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