How the brand–endorser origin shapes brand attitudes and purchase Intentions assessing ethnocentric versus xenocentric mindsets and their impact on messaging persuasion

Dave D. G. Centeno

This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.
Centeno

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...

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