Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview
Purpose – The purpose of this paper is to provide insight into the interplay between consumer ethnocentrism and social identity as concepts with significant relevance for different consumer responses in globalized environment. Design/Methodology/Approach – The paper contains analysis of theoretical...
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| Format: | Article |
| Language: | English |
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Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)
2020-01-01
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| Series: | Tržište |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/360959 |
| _version_ | 1797207042186805248 |
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| author | Marija Čutura |
| author_facet | Marija Čutura |
| author_sort | Marija Čutura |
| collection | DOAJ |
| description | Purpose – The purpose of this paper is to provide insight into the interplay between consumer ethnocentrism and social identity as concepts with significant relevance for different consumer responses in globalized environment.
Design/Methodology/Approach – The paper contains analysis of theoretical foundations, based on social identity theory, as well as conceptual content analysis of selected studies that deal with both the observed concepts.
Findings and implications – This paper contributes to deeper insights into the interplay between consumer ethnocentrism and identity, and provides a good foundation for explaining and predicting different consumers’ responses in the globalized environment. From the perspective of social identity theory, ethnocentrism is considered to be an important factor in maintaining social identity and preserving it in the changing environment. This proposition is confirmed by empirical studies that show a positive relation between identity and consumer ethnocentrism. On the other hand, some empirical studies reveal somewhat mixed results which indicate that consumer ethnocentrism does not always correspond with the strength of identity. Also, studies that deal with consumer ethnocentrism and identity in the context of global changes and acculturation processes suggest that the relational matrix of those concepts can be far more complex.
Limitations – The observed theoretical backgrounds mostly consider classical propositions of the social identity theory and focus on specific forms of social identity.
Originality – This paper represents a synthesis of the dynamic perspective of social identity theory with conceptual analysis of consumer studies that deal with consumer ethnocentrism and identity. |
| first_indexed | 2024-04-24T09:16:37Z |
| format | Article |
| id | doaj.art-050d8af28550400588c22fefced2469c |
| institution | Directory Open Access Journal |
| issn | 0353-4790 1849-1383 |
| language | English |
| last_indexed | 2024-04-24T09:16:37Z |
| publishDate | 2020-01-01 |
| publisher | Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) |
| record_format | Article |
| series | Tržište |
| spelling | doaj.art-050d8af28550400588c22fefced2469c2024-04-15T16:38:48ZengFaculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations)Tržište0353-47901849-13832020-01-0132Special Issue13114610.22598/mt/2020.32.spec-issue.131Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies OverviewMarija Čutura0University of Mostar, Faculty of EconomicsPurpose – The purpose of this paper is to provide insight into the interplay between consumer ethnocentrism and social identity as concepts with significant relevance for different consumer responses in globalized environment. Design/Methodology/Approach – The paper contains analysis of theoretical foundations, based on social identity theory, as well as conceptual content analysis of selected studies that deal with both the observed concepts. Findings and implications – This paper contributes to deeper insights into the interplay between consumer ethnocentrism and identity, and provides a good foundation for explaining and predicting different consumers’ responses in the globalized environment. From the perspective of social identity theory, ethnocentrism is considered to be an important factor in maintaining social identity and preserving it in the changing environment. This proposition is confirmed by empirical studies that show a positive relation between identity and consumer ethnocentrism. On the other hand, some empirical studies reveal somewhat mixed results which indicate that consumer ethnocentrism does not always correspond with the strength of identity. Also, studies that deal with consumer ethnocentrism and identity in the context of global changes and acculturation processes suggest that the relational matrix of those concepts can be far more complex. Limitations – The observed theoretical backgrounds mostly consider classical propositions of the social identity theory and focus on specific forms of social identity. Originality – This paper represents a synthesis of the dynamic perspective of social identity theory with conceptual analysis of consumer studies that deal with consumer ethnocentrism and identity.https://hrcak.srce.hr/file/360959social identity theorysocial identityintergroup relationethnocentrismconsumer ethnocentrism |
| spellingShingle | Marija Čutura Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview Tržište social identity theory social identity intergroup relation ethnocentrism consumer ethnocentrism |
| title | Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview |
| title_full | Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview |
| title_fullStr | Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview |
| title_full_unstemmed | Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview |
| title_short | Consumer Ethnocentrism and Social Identity: Theoretical Backgrounds and Empirical Studies Overview |
| title_sort | consumer ethnocentrism and social identity theoretical backgrounds and empirical studies overview |
| topic | social identity theory social identity intergroup relation ethnocentrism consumer ethnocentrism |
| url | https://hrcak.srce.hr/file/360959 |
| work_keys_str_mv | AT marijacutura consumerethnocentrismandsocialidentitytheoreticalbackgroundsandempiricalstudiesoverview |