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Ethnocentrism And Animosity In Consumer Behavior In Bosnia And Herzegovina And Implication For Companies

Author

Listed:
  • Nenad Brkic

    (Faculty of Economics,Sarajevo)

  • Miralem Corbo

    (Luk d.o.o)

  • Denis Berberovic

    (Faculty of Economics,Sarajevo)

Abstract

This study attempts to examine ethnocentrism of B&H consumers, animosity tendencies, and consumers' notions of products originating from two neighboring countries - Croatia and Slovenia.The aim is to expose the causal relation between the expression of an individual's animosity,her/his understanding of neighboring countries' image, and her/his degree of ethnocentrism. Klein, Ettenson and Morris (1998)argued that animosity (one of COI-Country of Origin Image aspects) affects consumer behavior, but not the assessment of products originating from this country. This study seeks to examine this argument. The regression analysis confirmed this assumption on a sample of 300 B&H consumers. Additionally one marketing scale and one psychological scale were used: one for measuring consumer ethnocentrism, and the other for measuring country of origin image. This study used the method of mall intercepts - intercepting customers in large shopping malls. Data was processed using ACNOVA, Cronbach alpha and hierarchical regression analysis.

Suggested Citation

  • Nenad Brkic & Miralem Corbo & Denis Berberovic, 2011. "Ethnocentrism And Animosity In Consumer Behavior In Bosnia And Herzegovina And Implication For Companies," Economic Review: Journal of Economics and Business, University of Tuzla, Faculty of Economics, vol. 9(1), pages 45-61, June.
    • Handle: RePEc:tuz:journl:v:9:y:2011:i:1:p:45-61
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    More about this item

    Keywords

    Ethnocentrism; animnosity; consumer behaviour; Bosnia and Herzegovina;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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