The Impact of Country of Origin Effect and Consumer Ethnocentrism on Purchase Intention of Foreign Brand Recreational Materials Used in Sports Activities: An Empirical Research

Abstract

Enterprises operating in international markets in a globalizing world must take many factors into consideration in theiractivities. Country of origin effect and consumer ethnocentrism are among these factors. In this study, the goals were todetermine (i) the effect of consumer ethnocentrism and the the country of origin effect on attitude towards the foreign brandand (ii) the effect of attitude towards the foreign brand on the purchase intention of foreign brand products. Foreign productswere considered as recreational materials used in sports activities. A total of 335 participants (195 women (58%) and 140 men(42%), participated in the study. The data collected with the help of a structured questionnaire were statistically analyzed usingSmartPLS 3.0 software. The results revealed that consumer ethnocentrism negatively influences attitude towards the foreignbrand, country of origin effect positively influences attitude towards the foreign brand, and finally attitude towards the foreignbrand has a strong and positive effect on the purchase intention of foreign brand products. Considering that Turkish consumersgenerally behave in favor of purchasing local products in textiles and clothing products, the fact that the country of origin effecthas a positive effect on the foreign brand attitude of recreational materials used in sports activities has been the most strikingpoint of the study.