Study: Ethnocentrism influences consumer response to domestic and foreign brand placements
New research explores how consumer ethnocentrism and preference for local production shape attitudes toward domestic and foreign brand placements in media.
Research from Lingnan University sheds light on how consumer nationalism and a preference for local production influence attitudes towards brand placements in television and film.
A study surveyed over 1,700 consumers in the United States and Hong Kong. It found that more ethnocentric consumers felt more positive seeing domestic brands featured in local programs. While not actively opposing foreign brand placements, these consumers were less positive if they explicitly favored local production.
The research, "The Antecedents of Consumer Response to Domestic and Foreign Brand Placements," builds on prior studies to address consumer preferences and the role of ethnocentrism. The findings suggest that brand placement strategies may need to consider local consumers' cultural and economic leanings.
The study utilized a web survey and analyzed variables adapted from previously validated measures. The results offer insights for media companies and marketers aiming to connect with diverse consumer bases in global markets.