Ethnocentrism and Country-of-origin Effects: The Asian Consumers Perspective

Abstract

This book aims to investigate how ethnocentrism and the country-of-origin (COO) effects shape consumer perceptions and purchasing decisions, particularly from an Asian perspective. By exploring sociocultural and psychological factors, the book reveals the distinct characteristics of Asian consumers’ responses to COO cues. Utilising around 34 chapters from various countries in Asia and extensive literature, the methodology includes theoretical and empirical analysis, drawing on consumer data from key Asian markets, quantitative surveys to assess ethnocentrism, and qualitative interviews for contextual understanding. The analysis covers outcomes like perceived product quality, brand loyalty, and purchase intentions to offer actionable insights. This book emphasises how organisations can strategically adapt to the COO effect based on prevailing ethnocentric trends among Asian consumers. The findings enhance understanding of how cultural nuances influence marketing strategies, brand positioning, and international market entry, providing practical guidance for businesses operating in or entering the Asian market.