Open AccessThe effects of consumer ethnocentrism on Vietnamese brand credibility and perceived value - A Study of Vietnamese branded smartphone
Author(s) -
Ngoc My Truong,
Le Nguyen Hau
Publication year - 2017
Publication title -
khoa học và công nghệ: kinh tế - luật - quản lý
Language(s) - English
Resource type - Journals
ISSN - 2588-1051
DOI - 10.32508/stdjelm.v1iq1.434
Subject(s) - vietnamese , consumer ethnocentrism , ethnocentrism , credibility , advertising , judgement , product (mathematics) , business , value (mathematics) , perception , psychology , marketing , social psychology , political science , computer science , mathematics , philosophy , linguistics , machine learning , law , geometry , neuroscience
This study investigated the role of consumer ethnocentrism on the perception of brand credibility in the case of Vietnamese branded smartphone – a high-tech, multiplevalue product being manufactured locally. Based on a survey of 259 consumers, the analysis revealed that ethnocentrism exerts a strong impact on brand credibility which leads to positive product judgement and perceived value. Ethnocentrism also has a direct impact on the perceived value of Vietnamese branded smartphone, resulting in the willingess-to-buy. Besides contributing to the current literature, the findings also provide suggestions for new Vietnamese smartphone brands to develop brand credibility on the basis of consumer ethnocentrism