...Qifan Jia; Rui Chen; Yihan Zuo; Run Liu; Roushan Gong; Linnan Huang; Chen Chen; Bangyi Xue Purpose This research aims to find out the reasons why Chinese people prefer domestic products. The authors examine the effect of consumer ethnocentrism (CE), social norms (SNs) and national identity (NI...

... Korean lifestyle products and services. Results show that only global identity affects attitudes and behavioral intention toward Korea among generation Xers, while national identity has no effect. For Generation Z (Gen Z), both global and national identities have a positive effect on attitudes toward...

...Sita Mishra; Garima Saxena; Ravi Chatterjee Purpose This study aims to understand the effect of consumers' national identity (NI) on their willingness to buy (WTB) domestic (Indian) products vis-à-vis foreign (Chinese) products. Secondly, it explores the role of psychological ownership (PO...

... at: MuellerR@cofc.edu © Emerald Group Publishing Limited 2016 National identity Ethnocentrism Consumer culture China market Consumer xenocentrism Political psychology Previous studies have applied social and political psychology theories to national identity phenomena such as consumer...

...Nguyen-Hau Le; Hai-Minh Thi Nguyen; Tuan Van Nguyen Purpose – Based on the intra-national diversity view, this research aims to employ the concept of national identity to explain the consumer's evaluation of foreign product with local brand and the extent of consumer ethnocentrism...