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Effect Of Promoting Country Of Origin As An Ethnocentric Appeal In Developing Local Brands: Special Reference To Telecommunication Industry Of Sri Lanka

Author

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  • SUDATH WEERASIRI

    (School of Business Administration University of Technology, South China)

  • RAVINDRA DISSANAYAKE

    (Department of Marketing Management University of Kelaniya, Sri Lanka)

Abstract

Sri Lanka is emerging as service sector driven economy with the GDP penetration of 50%-60% from service sector. After imposing the open economy policy in 1977, local brands had to gear ahead with intensive competition came from international brands. Telecommunication industry of Sri Lanka has been dominated by international brands, but local brands are strategically promoting the concept of country of origin (CO) or being local as a motive for citizens to deliberately purchase locally originated brands. In this context researchers viewed this branding practice, and selected 200 respondents from four geographical areas under the stratified probability sampling method to investigate the effect of country of origin in terms of brand performance. Both descriptive and inferential statistical analysis executed by PCA (principal component analysis) factor analysis accompanied with testing two hypotheses revealed that Country of Origin (CO) or promoting as being local had impacted less significantly on brand awareness and recalled power development of telecommunication brands against the competitive foreign brands. However, it has a significant impact on brand recalling power

Suggested Citation

  • Sudath Weerasiri & Ravindra Dissanayake, 2010. "Effect Of Promoting Country Of Origin As An Ethnocentric Appeal In Developing Local Brands: Special Reference To Telecommunication Industry Of Sri Lanka," Perspectives of Innovation in Economics and Business (PIEB), Prague Development Center, vol. 4(1), pages 74-76, February.
    • Handle: RePEc:pdc:jrpieb:v:4:y:2010:i:1:p:74-76
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    References listed on IDEAS

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    More about this item

    Keywords

    Country of origin; ethnocentrism; local brands; telecommunication.;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications

    Statistics

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