Impact of firm’s reputation, ethnocentrism and word of mouth on attitude towards foreign products
Subject Areas : مدیریتNaser Azad 1 , Azadeh Goodarzi 2
1 - Assistant Professor, Department of Management,South Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Ph.D.Candidate , Department of Management, South Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords:
Abstract :
Globalization led to increased competition between imported and domestic goods and services. And the success of these international activities, depend on the level of acceptancedomestic consumers. The purpose of this paper is to study the impact of word of mouth, firm’s reputation and ethnocentrism on consumer’s attitude toward products with foreign origin. To collect data from the respondents, a sample of 384 among customers who were referred to the dealers sell cars GEELY in Tehran were selected. Data were collected through questionnaires that were collected using simple random sampling. Structural equation modeling with amos was deployed to analyze the data. The findings show a positive relationship between word of mouth and attitude towards foreign products. Reputation of the firm is found that to have a positive impact on trust.Also there is a positive relationship between trust in a company and attitudes towards foreign products. The results indicate that there is not a negative correlation between ethnocentrism and cosmopolitanism. But there is a negative correlation between ethnocentrism and attitudes towards foreign products.
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