ETHNOCENTRISM ROLE ON THE RELATIONSHIP BETWEEN LOCAL/GLOBAL IDENTITY AND CUSTOMER ATTITUDE TOWARD LOCAL/GLOBAL POSITIONING AS PERCEIVED BY YOUNG INDONESIAN

Yulia A. Widyaningsih, Naila Zulfa, Teguh Budiarto

Abstract


There is a tendency for young people to identify themselves with global identity while also consuming local products. Our study aims to test whether ethnocentrism mediates the relationship between local identity and customer attitude toward local/global product positioning. The ethnocentrism measurement adapted CETSCALE with seven-point semantic differential scale. Data analysis adopted cluster and descriptive analysis. The respondents are two hundred young people, aged 17-34. This research found that global identity does not influence customer attitude toward products with global positioning. Ethnocentrism fully mediates the relationship between local identity and attitude toward products with local positioning. This research supports previous research that local identity positively influences ethnocentrism, while customer attitude toward products with global positioning does not correlate with ethnocentrism.

Keywords: Ethnocentrism, Global/Local Positioning, Customer Attitude


Full Text:

PDF
rticle

References


Alden, D. L., Steenkamp, J. B. E. M., & Batra, R. (1999). Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture. Journal of Marketing, 63, 75–87.

Alden, D. L., Steenkamp, J. B. E. M., & Batra, R. (2006). Consumer Attitudes Toward Marketplace Globalization: Structure, Antecedents and Consequences. International Journal of Research in Marketing, 23(3), 227–39.

Arnett, J. J. (2002). The Psychology of Globalization. American Psychologist, 57(10), 774–83.

Balabanis, G., & Diamantopoulos, A. (2004). Domestic Country Bias, Country-of-Origin Effects, and Consumer Ethnocentrism: A Multidimensional Unfolding Approach. Journal of the Academy of Marketing Science, 31(1), 80–95.

Crane, D. (2002). Culture and Globalization,” in Global Cul-ture: Media, Arts, Policy and Globalization. New York: Routledge.

Deshpande, R., & Stayman, D. M. (1994). A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness. Journal of Marketing Research, 31, 57–64.

Doosje, B., Ellemers, N., & Spears, R. (1995), Perceived Intragroup Variability as a Function of Group Status and Identification. Journal of Experimental Social Psychology, 31(5), 410–36.

Ellemers, N., Doosje, B. J., Knippenberg, A. V., & Wilke H. (1992). Status Protection in High Status Minorities. European Journal of Social Psychology, 22, 123-140.

Ellemers, N., Knippenberg, A. V., & Wilke, H. (1990). The Influence of Permeability of Group Boundaries and Stability of Group Status on Strategies of Individual Mobility and Social Change. British Journal of Psychology, 29, 233-246.

Ellemers, N., Knippenberg, A. V., & Wilke, H. (1993). Effects of Legitimacy of Low Group or Individual Status on Individual and Collective Identity Enhancement Strategies. Journal of Personality and Social Psychology, 28, 404-416.

Ellemers, N., Kortekaas, P., & Ouwerkerk J. W. (1999). Self-categorisation, Commitment to The Group and Group Self-esteem as Related but Distinct Aspects of Social Identity. European Journal of Social Psychology, 29, 371- 389.

Ellemers, N., Rijswijk, W. F., Roefs, M., & Simon, C. (1997). Bias in Intergroup Perceptions: Balancing Group Identity with Social Reality. Personality and Social Psychology Bulletin, 23, 186-198.

Ellemers, N., Spears, R., & Doosje, B. J. (1997). Sticking Together or Falling Apart: In-Group Identification as a Psychological Determinant of Group Commitment versus Individual Mobility. Journal of Personality and Social Psychology, 72(3), 617–26.

Ellemers, N., Spears, R., & Doosje, B. J. (2002). Self and Social Identity. Annual Review of Psychology, 53, 161–86.

Hair, et. al. (2006). Factor Analysis’, in Multivariate Data Analysis, 6th ed. New Jersey: Pearson Prentice Hall.

Hogg, M. A. (2003). Social Identity in Handbook of Self and Identity, M.R. Leary and J.P. Tangney, eds. New York: The Guilford Press.

Holt, D. B. (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding. Journal of Consumer Research, 29, 70–90.

Holt, D. B., Quelch, J. A., & Taylor, E. L. (2004). How Global Brands Compete. Harvard Business Review, 82(9), 68–75.

Jernigan, D. H., Ostroff, J., & Ross, C. (2005). Alcohol Advertising and Youth: A Measured Approach. Journal of Public Health Policy, 26(3), 312-325.

Jetten, J., Spears, R., Manstead, A. S. R. (1997). A Distinctive Threat and Prototypicality: Combined Effects on Intergroup Discrimination and Collective Self-Esteem. European Journal of Social Psychology, 27, 635–657.

Jetten, J., Spears, R., Manstead, A. S. R. (1998). Intergroup Similarity and Group Variability: The Effects of Group Distinctiveness on the Expression of Ingroup Bias. Journal of Personality and Social Psychology, 74, 1481–1492.

Josiassen, A. (2011). Consumer Disidentification and Its Effects on Domestic Product Purchases: An Empirical Investigation in the Netherlands. Journal of Marketing, 75, 124–140.

Josiassen, A., Assaf, A. G., Karpen, I.O. (2011).Consumer Ethnocentrism and Willingness to Buy. International Marketing Review, 28(6), 627-646.

Keillor, B. D., Hult, G. T. M., Erffmeyer, R. C., & Babakus, E. (1996). NATID: The Development and Application of National Identity Measure for Use in International Marketing. Journal of International Marketing, 4(2), 57–73.

Kinra, N. (2006). The Effect of Country-of Origin on Foreign Brand Names in the Indian Market. Marketing Intelligence and Planning, 24(1), 15–30.

Kjelgaard, D., & Askegaard, S. (2006). The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference. Journal of Consumer Research, 33, 231–47.

Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China. Journal of Marketing, 62, 89–100.

Kwak, H., Jaju, A., & Larsen, T. (2006). Consumer Ethno- centrism Online and Offline: The Mediating Role of Marketing Efforts and Personality Traits in the United States, South Korea, dan India. Journal of the Academy of Marketing Science, 34(3), 367–86.

MacKinnon, D. P., Lockwood, C. M., & Williams, J. (2004). Confidence Limits for The Indirect Effect: Distribution of The Products and Resampling ,ethods. Multivariate Behavioral Research, 39, 99–128.

Mlicki, P., Ellemers, N. (1996). Being Different of Being Better? National Stereotypes and Identification of Polish and Dutch Students. European Journal of Social Psychology, 26, 97-114.

Mooij, M. D., & Hofstede, G. (2010). The Hofstede Model. International Journal of Advertising, 29(1), 85–110.

Mullen, B. R. J. B., & Smith, C. (1992). Ingroup Bias as A Function of Salience, Relevance and Status: An Integration. European Journal of Social Psychology, 22, 102-122.

Nijssen, E. J., & Douglas S. P. (2004). Examining the Animosity Model in a Country with a High Level of Foreign Trade. International Journal of Research in Marketing, 21(1), 23–38.

Nijssen, E. J., & Douglas S. P. (2011). Consumer World-Mindedness and Attitudes Toward Product Positioning in Advertising: An Examination of Global Versus Foreign Versus Local Positioning. Journal of International Marketing, 19(3), 113–133.

O’Cass, A., & Lim, K. (2002). Toward Understanding the Young Consumer’s Brand Associations and Ethnocentrism in the Lion’s Port. Psychology and Marketing, 19(9), 759–75.

Ogbu, J.U. (1993). Differences in Cultural Frame of Reference. International Journal of Behavioral Development. 16(1), 483–506.

Orth, U. R., Malkewitz, K., & Bee, C. (2010). Gender and Personality Drivers of Consumer Mixed Emotional Response to Advertising. Journal of Current Issues & Research in Advertising, 32(1), 69–80.

Ritzhakova, Y., Coulter, R. A., & Price, L. L. (2008). Branded Products as a Passport to Global Citizenship: Perspectives from Developed and Developing Countries. Journal of International Marketing, 16(4), 57–85.

Robertson, R. (1992). Globalization: Social Theory and Global Culture. London: Sage Publications.

Shah, K. A. M. (2012). Consumer Ethnocentrism: Does it really matter for Malaysian Consumers. West East Journal of Social Sciences The West East Institute, 1(1).

Sharma, S., Shimp, T., & Shin, J. (1995). Consumer Ethnocentrism: A Test of Antecedents and Moderators. Journal of the Academy of Marketing Science, 23(1), 26–37.

Shimp, T., & Sharma, S. (1987). Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 24, 280–89.

Simon, B., & Brown, R. (1987). Perceived Intragroup Homogeneity in Minority-Majority Context. Journal of Personality and Social Psychology, 53, 703-711.

Simon, B., & Hamilton, D. L. (1994). Self-Stereotyping and Social Context: The Effects of Relative in-Group Size and In-Group Status. Journal of Personality and Social Psychology, 66, 699-711.

Sobel, M. E. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. In S. Leinhart (Ed.). Sociological Methodology Jossey-BasS San Francisco, 290-312.

Steenkamp, J. B. E. M., & de Jong, M. D. G. (2010). A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products. Journal of Marketing, 74, 18–40.

Steenkamp, J. B. E. M., Batra, R., & Alden, D. L. (2003). How Perceived Brand Globalness Creates Value. Journal of International Business Studies, 34(1), 53–65.

Steger, M. B. (2003). Globalization. London: Oxford University Press.

Suh, T., & Kwon, i. W. G. (2002). Globalization and Reluctance Buyers. International Marketing Review, 19(6), 663–80.

Supphellen, M., & Rittenburg, T. L. (2001). Consumer Ethnocentrism When Foreign Products Are Better. Psychology and Marketing, 18(9), 907–927.

Swann, W. B. Jr. (1983). Self-Verification: Bringing Social Reality into Harmony with the Self in Psychological Perspectives on The Self, J. Suls and A.G. Greenwald, eds. Hills- dale. New Jersey: Lawrence Erlbaum Associates.

Swann, W. B. Jr., Polzer, J. T., Seyle, C., & Ko, S. (2004). Finding value in diversity: Verification of Personal and Social Self-views in Diverse Groups. Academy of Management Review, 29, 9-27.

Tajfel, H. (1974). Social Identity and Intergroup Behavior. Social Science Information, 13, 65-93.

Tajfel, H., & Turner, J. (1979). An Integrative Theory of Intergroup Conflict pp. 33-47 in The Social Psychology of Intergoup Relations Edited by Wiiliam G. Austin and Stepehn Woechel. Monterey: Brooks/Cole.

Tajfel, H., & Turner, J. (1986). The Social Identity Theory of Intergroup Behavior in S. Worchel & W. G. Austin (eds). Psychology of Intergroup Relations, Chicago: Nelson Hall.

Turner, J. C. (1987). A self-categorization theory in J. C Turner, M. A. Hoggs, P. J. Oakes, S. D. Reichell dan M. S., Wetherell. Rediscovering the Social Groups: A-Self Categorization Theory, Oxford: Blackwell.

Varman, R., & Belk, R. W. (2009). Nationalism and Ideology in an Anticonsumption Movement. Journal of Consumer Research, 36, 686–700.

Verkuyten, M., & Yildiz, A. A. (2007). National (Dis)identification and Ethnic and Religious Identity: A Study Among Turkish-Dutch Muslims. Personality and Social Psychology Bulletin, 33(10), 1448–62.

Vida, I., Dmitrovic, T., & Obadia C. (2008). The Role of Ethnic Affiliation in Consumer Ethnocentrism. European Journal of Marketing, 42(3/4), 327–43.

Wells, W. D. (1964). EQ, Son of EQ, and the Reaction Profile. Journal of Marketing, 28, 45-52.

Westjohn, S. A., Singh N., & Magnusson, P. (2012). Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective. Journal of International Marketing, 20(1), 58–73.

Zhang, Y., & Khare, A. (2009). The Impact of Accessible Identities on the Evaluation of Global versus Local Products. Journal of Consumer Research, 36, 524-537.




DOI: https://doi.org/10.20961/aedc.v3i1.40113

Refbacks

  • There are currently no refbacks.


Copyright (c) 2020 Journal of Applied Economics in Developing Countries



Journal of Applied Economics in Developing Countries
Master of Economics and Development Studies, Faculty of Economics and Business
Universitas Sebelas Maret
Jl. Ir Sutami 36 A Surakarta, 57126 Indonesia
Telp: +62271-647481
Email: jurnalaedc@gmail.com