Is the grass greener on the other side?
Consumer xenocentrism, the belief that the foreign is preferred over the local, is a relatively new construct in the broader country of origin literature. We extend the study of consumer xenocen- trism to Paraguay (South America), an often bypassed and un- derstudied emerging market. Through a purp...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Universidad de Puerto Rico
2023-06-01
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| Series: | Fórum Empresarial |
| Subjects: | |
| Online Access: | https://136.145.11.86/index.php/forumempresarial/article/view/21137 |
| _version_ | 1797805534106091520 |
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| author | Michael J. Pisani Alcides G. Cáceres-Zarate José-Carlos Tello Silvio-Eduardo Becker |
| author_facet | Michael J. Pisani Alcides G. Cáceres-Zarate José-Carlos Tello Silvio-Eduardo Becker |
| author_sort | Michael J. Pisani |
| collection | DOAJ |
| description |
Consumer xenocentrism, the belief that the foreign is preferred over the local, is a relatively new construct in the broader country of origin literature. We extend the study of consumer xenocen- trism to Paraguay (South America), an often bypassed and un- derstudied emerging market. Through a purposive survey of 397 middle- and upper-class Paraguayans in 2022, we uncover the existence of consumer xenocentrism and model its relationship to product judgment of regional powers (Argentina and Brazil) and economic superpowers (China and the United States). Our results indicate a positive and significant relationship between Paraguayan consumer xenocentrism and product judgments of Argentina, Brazil, and the United States, but not for China. Mana- gerial and public policy implications of our findings are discussed.
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| first_indexed | 2024-03-13T05:53:30Z |
| format | Article |
| id | doaj.art-0a24d6babe2b45b08b3842c26d32808a |
| institution | Directory Open Access Journal |
| issn | 1541-8561 2475-8752 |
| language | English |
| last_indexed | 2024-03-13T05:53:30Z |
| publishDate | 2023-06-01 |
| publisher | Universidad de Puerto Rico |
| record_format | Article |
| series | Fórum Empresarial |
| spelling | doaj.art-0a24d6babe2b45b08b3842c26d32808a2023-06-13T07:43:14ZengUniversidad de Puerto RicoFórum Empresarial1541-85612475-87522023-06-01272Is the grass greener on the other side? Michael J. Pisani0Alcides G. Cáceres-Zarate1José-Carlos Tello2Silvio-Eduardo Becker3Central Michigan University, United StatesResearcher, ParaguayUniversidad Americana, ParaguayUniversidad Americana, Paraguay Consumer xenocentrism, the belief that the foreign is preferred over the local, is a relatively new construct in the broader country of origin literature. We extend the study of consumer xenocen- trism to Paraguay (South America), an often bypassed and un- derstudied emerging market. Through a purposive survey of 397 middle- and upper-class Paraguayans in 2022, we uncover the existence of consumer xenocentrism and model its relationship to product judgment of regional powers (Argentina and Brazil) and economic superpowers (China and the United States). Our results indicate a positive and significant relationship between Paraguayan consumer xenocentrism and product judgments of Argentina, Brazil, and the United States, but not for China. Mana- gerial and public policy implications of our findings are discussed. https://136.145.11.86/index.php/forumempresarial/article/view/21137consumer xenocentrismParaguaySouth America |
| spellingShingle | Michael J. Pisani Alcides G. Cáceres-Zarate José-Carlos Tello Silvio-Eduardo Becker Is the grass greener on the other side? Fórum Empresarial consumer xenocentrism Paraguay South America |
| title | Is the grass greener on the other side? |
| title_full | Is the grass greener on the other side? |
| title_fullStr | Is the grass greener on the other side? |
| title_full_unstemmed | Is the grass greener on the other side? |
| title_short | Is the grass greener on the other side? |
| title_sort | is the grass greener on the other side |
| topic | consumer xenocentrism Paraguay South America |
| url | https://136.145.11.86/index.php/forumempresarial/article/view/21137 |
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