Brand Endorsement through Ethnocentric & National Identity Perspective

The study was intended to examine the possible use of consumer ethnocentrism and national identity as strategic tools for promoting domestic brand equity in present competitive markets. Consumer ethnocentrism symbolizes an economic reason for favoring the own nation which is rooted in the desire to protect the domestic economy and as such it represents a socio-psychological motivation for home country bias driven by a desire to maintain a positive social identity. By exploring attitudes of consumers towards domestic and foreign products, local and global marketers can take significant inputs to formulate more effective marketing strategies. Consumer ethnocentrism, out of all proportions can be made to favor the domestic companies by institutionalizing it informally in the procurement policy of the government or widespread mainly as the tendencies of consumers to favor ‘home country’ products.