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dc.contributor.advisorParente Laverde, Ana María
dc.contributor.advisorAsesora.Vélez Ángel, Ligella Tatiana
dc.contributor.authorCorrea Cardona, Santiago
dc.coverage.spatialSeccional Medellín. Universidad Pontificia Bolivariana. Escuela de Ciencias Estratégicas. Negocios Internacionaleses_CO
dc.description139 p.es_CO
dc.description.abstractThe increased competition derived from the globalization of business and markets, makes a set of products from both domestic and foreign origin available to the consumer at the same time (Netemeyer, Durvasula and Lichtenstein, 1991). However, the preference towards these products may vary from country to country, which has led to the development of different measures to assess consumer’s attitudes toward both domestic and foreign products (Netemeyer et al., 1991) and create effective marketing strategies that enable one to cope with such attitudes. One of these measures is the consumer ethnocentrism, which was first set out by Shimp and Sharma (1987) as a set of tendencies that may explain why consumers prefer domestic products over foreign ones; they also developed an instrument called the CETSCALE to measure consumer ethnocentric tendencies. Since then, the CETSCALE has been used to assess consumer ethnocentrism in different countries and to make assumptions about the marketing implications it can have.es_CO
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.sourceinstname:Universidad Pontificia Bolivarianaes_CO
dc.sourcereponame:Repositorio Institucional de la Universidad Pontificia Bolivarianaes_CO
dc.subjectGlobalización; Mercadeo; Consumidores; Estrategias de mercadeo; Psicología del consumidor.es_CO
dc.titleThe Colombian consumer ethnocentrism and its effect on the desing and implentation of the marketing strategy : the state of the artes_CO

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Attribution-NonCommercial-NoDerivatives 4.0 International
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivatives 4.0 International