The influence of comparative advertising on consumer ethnocentrism in the american automobile market created by William T. Neese and Jeffrey J. Haynie

By:

Neese, William T [author]

Contributor(s):

Haynie, Jeffrey J [co-author]

Material type: Text

TextSeries: Journal of Marketing Theory and Practice ; Volume 23, number 3Philadelphia: Taylor and Francis, 2015Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

10696679

Subject(s):

Comparative advertising -- Consumer ethnocentrism -- American automobile market -- America

LOC classification:

HF5415 JOU

Online resources:

Click here to access online

Abstract: This study explores the ability of comparative advertising featuring foreign and domestic automobile brands to influence consumer ethnocentric reactions as the advertisement is being processed. Consumer ethnocentrism is inherently comparative (e.g., American automobiles versus those imported from Japan), so lack of published research testing this influence on consumer decision making is surprising. Two major findings resulted: (1) theoretically, Shimp and Sharma’s (1987) CETSCALE can be modeled as one component of a Hierarchy-of-Effects dependent vector score using MANOVA, and (2) practically, advertising where a foreign sponsor names a domestic brand can result in an ethnocentric stimulus significantly influencing automobile brand Purchase Intentions.

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Holdings
Item type	Current library	Call number	Vol info	Copy number	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415 JOU (Browse shelf(Opens below))	Vol. 23, no. 3 (pages 321-337)	SP23761	Not for loan	For in house use

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This study explores the ability of comparative advertising featuring foreign and domestic automobile brands to influence consumer ethnocentric reactions as the advertisement is being processed. Consumer ethnocentrism is inherently comparative (e.g., American automobiles versus those imported from Japan), so lack of published research testing this influence on consumer decision making is surprising. Two major findings resulted: (1) theoretically, Shimp and Sharma’s (1987) CETSCALE can be modeled as one component of a Hierarchy-of-Effects dependent vector score using MANOVA, and (2) practically, advertising where a foreign sponsor names a domestic brand can result in an ethnocentric stimulus significantly influencing automobile brand Purchase Intentions.

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