Strategic Management Thought

Investigating Effective Factors on Consumers' Receptivity of Foreign Products in Iran and Turkey

Document Type : Research Paper

Authors

Abstract

This study aims to examine the direct effect of ethnocentrism and animosity toward accepting South Korean products in Iran and Turkey. The statistical population were above 18 years of age. The data were collected from residents of Iran and Turkey. A total of 773 usable questionnaires were returned. Two questionnaires were provided in two national languages of both countries. To analyze data, structural equation models including confirmatory factor analysis and path analysis were used. The results showed that besides their mental image of South Korea as the country of origin, Iranian consumers also involve their ethnocentric biases when they purchase Korean products. Thus, for encouraging consumers to buy them, producers should manufacture the products in the host country to gratify consumers' ethnocentricity, while at the same time they keep the original product brand.

Keywords

میرزایی، خلیل (1388)، پژوهش و پژوهشگری و پژوهش‌نامه‌نویسی، انتشارات جامعه‌شناسان.
 
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Strategic Management Thought
Volume 10, Issue 1 - Serial Number 1
May 2016
Pages 215-246
  • Receive Date: 14 April 2013
  • Revise Date: 23 December 2015
  • Accept Date: 27 October 2016