Consumer Ethnocentrism and The Consequences for Marketing in The Countries of East-Central Europe
AbstractThe fall of the Soviet Union and the accession of Poland, the Czech Republic, Slovakia, Hungary and the Baltic States to the European Union deepened the progress of globalization and with it the liberalization of trade in Central and Eastern Europe. Although tariff restrictions have decreased significantly over the past few decades, the recent economic crisis, Brexit, Russian-Ukrainian crisis and trade wars are raising the discussion about the importance of non-tariff barriers and new subtle forms of protectionism again. These events (although they are not the only ones) seem to activate national identity and strengthen consumer ethnocentrism. Based on the review of literature, the author discusses the phenomenon of consumer ethnocentrism in selected Central and Eastern European countries and formulates its marketing consequences. The results presented may help managers, who can use this phenomenon to optimise their marketing strategies or to segment buyers in the context of their attitudes towards domestic and foreign products.
|Publication size in sheets||0.3|
|Book||Soliman Khalid S. (eds.): Education Excellence and Innovation Management: A 2025 Vision to Sustain Economic Development during Global Challenges, 2020, International Business Information Management Association (IBIMA), ISBN 9780999855141|
|Keywords in English||Consumer Ethnocentrism, Consumer Behavior, Product Origin|
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