Consumer Ethnocentrism in Evaluations of Superior Foreign Brands and Inferior Domestic Brands: A Study of Polish Consumers

In recent years, there has been a great deal of research exploring the concept of consumer ethnocentrism, although little has been done in Eastern Bloc countries. In these countries, foreign brands are often clearly superior to domestic alternatives. This study applied the CETSCALE in a survey of 218 Polish consumers with respect to attitudes and beliefs for one domestic and two foreign gas station brands. The findings suggest that, in a situation where foreign brands are superior to domestic ones, consumer ethnocentrism is displayed in more positive perceptions of the domestic brand, with little or no effect on perceptions of foreign brands. Moreover, the effect of consumer ethnocentrism on evaluations of different types of product qualities (search vs. experience) is explored. The results support the prediction that consumer ethnocentrism has greater impact on evaluations of experience qualities than on search qualities. Managerial implications and future research directions are suggested.