MANAGEMENT SLANT
- Individuals do not have a monolithic cultural orientation. Rather, their dynamically situated disposition can be flexibly activated.
- People can be either ethnocentric or xenocentric, depending on which situational cues are activated in their minds.
- Ethnocentric consumers generally favor local brands and endorsers over foreign brands and foreign endorsers.
- Xenocentric consumers generally will favor international brands and global endorsers over local brands and endorsers.
INTRODUCTION
Country-of-origin cues in branding have been widely recognized as an important aspect of international marketing. The practice of utilizing endorsers—both celebrities and noncelebrities—has become a common tool in enhancing such country-of-origin messaging. Previous...