Imidž zemlje porekla i potrošački ksenocentrizam u kontekstu formiranja stavova potrošača i lojalnosti prema stranim brendovima- moderatorski efekat kulturalne inteligencije
Country of Origin Image and Consumer Xenocentrism in The Context of Forming Consumer Attitudes and Loyalty to Foreign Brands - Moderating Effect of Cultural Intelligence
Apstrakt
Usled procesa globalizacije, stavovi potrošača se formiraju pod uticajem brojnih faktora, koji se ne analiziraju u značajnoj meri kada je u pitanju poslovanje kompanije na domaćem tržištu, ali mogu imati bitne implikacije kada se menadžment kompanije odluči na internacionalizaciju poslovanja. Informacija o zemlji porekla proizvoda za potrošače je bitan indikator kvaliteta, superiornosti i pouzdanosti proizvoda. Takođe, u okviru procesa globalizacije etnocentrične tendencije potrošača postaju važan i kritičan faktor za multinacionalne kompanije koje posluju van svog domaćeg tržišta. Sa druge strane, određeni broj potrošača ima dilemu da li da podrži nacionalnu ekonomiju kupovinom domaćih proizvoda, ili da se ipak odluči za kupovinu kvalitetnijih inostranih proizvoda. Visok stepen potrošačkog ksenocentrizma, kao i visok stepen razvijenosti kulturalne inteligencije i globalne potrošačke kulture, implicira preferencije prema inostranim brendovima u odnosu na domaće. Istraživanje je sprovedeno sa ciljem da se utvrdi da li imidž zemlje porekla (kulturalno nasleđe, modni kapital, tehnološki napredak) i potrošački ksenocentrizam ostvaruju pozitivan uticaj na stavove potrošača prema stranim brendovima, kao i da li formiran pozitivan stav potrošača utiče na njihovu lojalnost prema stranim brendovima. Takođe, u istraživanju se ispituje moderatorski efekat kulturalne inteligencije (metakognitivni, kognitivni, motivacioni i bihevioralni faktor) u odnosu navedenih varijabli. Sprovedeno je empirijsko istraživanje. Statistička analiza je rađena na uzorku od 318 ispitanika sa teritorije Republike Srbije. Rezultati su pokazali da navedene varijable ostvaruju pozitivan uticaj na stavove i lojalnost potrošača prema stranim brendovima, tako da studija nudi važne praktične implikacije.
Abstract
Due to the process of globalization, consumer attitudes are formed under the influence of numerous factors, which are not analyzed significantly when it comes to the company’s business in the domestic market, but can have important implications when the company’s management decides to internationalize the business. Country of origin information is an important indicator of product quality, superiority and reliability. Also, within the process of globalization, ethnocentric consumer tendencies are becoming an important and crucial factor for multinational companies operating outside their domestic market. On the other hand, a certain number of consumers have dilemma whether to support the national economy by buying domestic products, or to decide to buy better quality foreign products. The high degree of consumer xenocentrism, as well as the high degree of development of cultural intelligence and global consumer culture, implies preferences towards foreign brands in relation to domestic ones. The research was conducted in order to determine whether the image of the country of origin (cultural heritage, fashion capital, technological progress) and consumer xenocentrism have a positive impact on consumer attitudes towards foreign brands, as well as whether the formed positive consumer attitude affects their loyalty to foreign brands. Also, the research examines the moderating effect of cultural intelligence (metacognitive, cognitive, motivational and behavioral factors) in relation to these variables. Empirical research has been conducted. Statistical analysis was performed on a sample of 318 respondents from the theritory of the Republic of Serbia. The results showed that these variables have a positive impact on consumer attitudes and loyalty to foreign brands, so the study offers important practical implications.
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