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Abstract

This study investigated the role of consumer ethnocentrism on the perception of brand credibility in the case of Vietnamese branded smartphone – a high-tech, multiplevalue product being manufactured locally. Based on a survey of 259 consumers, the analysis revealed that ethnocentrism exerts a strong impact on brand credibility which leads to positive product judgement and perceived value. Ethnocentrism also has a direct impact on the perceived value of Vietnamese branded smartphone, resulting in the willingess-to-buy. Besides contributing to the current literature, the findings also provide suggestions for new Vietnamese smartphone brands to develop brand credibility on the basis of consumer ethnocentrism



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Article Details

Issue: Vol 1 No Q1 (2017)
Page No.: 68-82
Published: Jun 30, 2017
Section: Research article
DOI: https://doi.org/10.32508/stdjelm.v1iQ1.434

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Creative Commons License

Copyright: The Authors. This is an open access article distributed under the terms of the Creative Commons Attribution License CC-BY 4.0., which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

 How to Cite
Truong, N., & Le, H. (2017). The effects of consumer ethnocentrism on Vietnamese brand credibility and perceived value - A Study of Vietnamese branded smartphone. VNUHCM Journal of Economics, Business and Law, 1(Q1), 68-82. https://doi.org/https://doi.org/10.32508/stdjelm.v1iQ1.434

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