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Ethnic identity, consumer ethnocentrism, and purchase intentions among bi-cultural ethnic consumers: "Divided loyalties" or “dual allegiance”?

  • Alia El-Banna
    ,
  • Nicolas Papadopoulos
    ,
  • Steven A. Murphy
    ,
  • Michel Rod
    ,
  • José I. Rojas-Méndez
Research Output: Contribution to journal Article Peer-review

Open access

Abstract

Consumer ethnocentrism has been studied extensively in international marketing in the context of one's country of residence. This paper investigates for the first time the notion of "dual ethnocentrism", which may be encountered among ethnic consumers who have an allegiance toward, or divided loyalties between, two countries: One with which they are ethnically linked, or "home", and one where they presently live and work, or "host". The study examines the relationship between ethnic identity, dual ethnocentrism, and purchase intentions among ethnic consumers, a market segment of growing importance in research and practice. The analysis focuses on differences in the respondents' home- and host-related ethnocentrism and finds that indeed ethnocentric feelings and their effects differ depending on the country of reference. In this light, the study suggests that ethnocentrism is a considerably more complex construct than previously thought, advances our understanding of ethnicity and ethnocentrism, and discusses the theoretical and managerial implications arising from dual ethnocentrism.

Publication Information

Output type

Research Output: Contribution to journal Article Peer-review

Original language

English

Pages from-to (Number of pages)

Pages 310-319

Journal (Volume, Issue Number)

Journal of Business Research (Volume 82)

Publication milestones

  • Accepted/In press - 01/07/2017
  • Published - 18/09/2017

Publication status

Published - 18/09/2017

ISSN

0148-2963

External Publication IDs

  • handle.net: 10547/622294
  • Scopus: 85029473918

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