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| Author: | Reardon, J. (et al.) |
| Title: | The effects of ethnocentrism and economic development on the formation of brand and ad attitudes in transitional economies |
| Journal: | European Journal of Marketing
2005 : VOL. 39:7/8, p. 737-754 |
| Index terms: | brands advertising attitudes Kazakhstan Slovenia |
| Language: | eng |
| Abstract: | The objective of this article is to analyse the effects of ethnocentric tendencies on the formation of brand and advertisement attitudes using Kazakhstan and Slovenia as representative transitional economies. For Kazakhstan ethnocentricity did result in negative attitude towards the ad (Aad). Findings also show no direct effect of ethnocentricity on formation of attitude toward brand (Ab). The effect of ethnocentrism on Aad and Ab (only limited support) was stronger in the newly transitioning economy. |
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