Acceptance of Domestic Products From Home Country Equity and Consumer Ethnocentrism Perspectives: An Applied Study on Egyptian Consumer

Abstract

The current study aimed to test the domestic products acceptance through examining the influence of the home country equity and consumer ethnocentrism on it, and through application of the study on the Egyptian consumer. The results pointed to the limited rise in the mean value of home country equity variables. The results also revealed the existence of too limited rise in the mean value of Egyptian consumer ethnocentrism, and consumer acceptance of domestic products which was represented by the attitude towards domestic products and their buying intentions. Finally, the results declared that there is positive impact of country perceived quality, country loyalty and consumer ethnocentrism on the acceptance of domestic products, while the results did not prove any significant effect of country awareness on that acceptance. The results also indicated the positive impact of some country equity concepts, such as macro country image, country perceived quality, and country loyalty on consumer ethnocentrism.