Matches in SemOpenAlex for { <https://semopenalex.org/work/W4320879244> ?p ?o ?g. }
- W4320879244 abstract "Purpose This research aims to contribute to the existing literature on the image of global and foreign brands, but analyzing the impact on these brands, both ethnocentrism (CE) and xenocentrism (XEN) in the consumer. It also analyses the effects of XEN, dogmatism and national identity in the CE. Design/methodology/approach A cross-cultural and quantitative study was carried out, through a total sample of 778 valid questionnaires collected online of which 451 questionnaires were from a developing country (Colombia) and 327 questionnaires were from a developed country (Spain). The data were processed through PLS-SEM software 3.2.7, which is usually used in this type of predictive studies, also containing variables of formative and reflective type. Findings Results show that XEN has a positive impact on the image of global and foreign brands, whereas CE does not always have a negative effect on the image of global and foreign brands, as was believed. Both effects are moderated by the national culture and the perceived brand globalness. XEN also has a negative impact on CE while national identity and dogmatism influence positively CE. Originality/value This research performs the analysis of the effects of XEN together with CE on the perceptions of a service global brand, considering the moderating effects of the national culture and perceived brand globalness were taken into account, between a developed country and a developing country." @default.
- W4320879244 created "2023-02-16" @default.
- W4320879244 creator A5038249947 @default.
- W4320879244 creator A5057492219 @default.
- W4320879244 date "2023-02-15" @default.
- W4320879244 modified "2023-09-25" @default.
- W4320879244 title "Consequences of xenocentrism and ethnocentrism on brand image of Starbucks: moderating effects of national culture and perceived brand globalness between Colombia and Spain" @default.
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- W4320879244 doi "https://doi.org/10.1108/ccsm-03-2022-0050" @default.
- W4320879244 hasPublicationYear "2023" @default.
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