Exploring the influence of patriotism on consumer purchase decisions

Tóm tắt

The globalization process has created opportunities for international
 brands to have an advantage over domestic brands in developing countries like
 Vietnam. According to McCann, 2015, consumers often choose domestic brands less
 in developing countries than in developed countries. Therefore, Vietnamese domestic
 brands need to find competitive advantages and suitable solutions to survive and
 develop in the volatile business environment. In other words, it is necessary to study
 the factors that affect consumers when they choose between domestic and imported
 brands. Many studies have shown that patriotism affects consumers' domestic
 purchasing behavior, but those studies only focus on a number of specific product
 categories. This study will clarify the relationship between patriotism purchasing
 behavior and ethnocentrism. In addition, the study also clarifies the impact of
 perceptions and attitudes about brand image and perceived quality on purchase
 intentions