Brand Endorsement through Ethnocentric & National Identity Perspective

by Sheeraz Tantray

The study was intended to examine the possible use of consumer ethnocentrism and national identity as strategic tools for promoting domestic brand equity in present competitive markets. Consumer ethnocentrism symbolizes an economic reason for favoring the own nation which is rooted in the desire to protect the domestic economy and as such it represents a socio-psychological motivation for home country bias driven by a desire to maintain a positive...

• Format: Paperback
• Language: English
• ISBN: 6138835107
• ISBN13: 9786138835103
• Release Date: June 2019
• Publisher: Scholars' Press
• Length: 176 Pages
• Weight: 0.59 lbs.
• Dimensions: 0.4" x 6.0" x 9.0"