Md. Ashraful Alam, Debashish Roy, Rehana Akther and Rajidul Hoque
Consumer ethnocentrism (CE) is a matter of interest for marketers over the decades. However, buying intentions toward domestically produced household electronic products in…
Abstract
Purpose
Consumer ethnocentrism (CE) is a matter of interest for marketers over the decades. However, buying intentions toward domestically produced household electronic products in developing and underdeveloped countries have not been examined sufficiently. Hence, this study investigated the consumers' ethnocentrism and attitude toward domestically-produced household electronic goods. The purpose of this study is to examine the influence of consumer demographic attributes on ethnocentrism and its moderating effect on choosing domestically produced household electronic goods in the context of Bangladesh.
Design/methodology/approach
Primary data have been collected from a sample of 172 respondents using a mall-intercept survey. Consumers' ethnocentrism level has been measured using CETSCALE on a five-point Likert scale. ANOVA and t-test were performed to compare different demographic groups regarding ethnocentrism levels. This study also applied the qualitative method by applying a manual approach.
Findings
The result shows that consumers' ethnocentrism levels do not vary with gender and income level. However, other demographic attributes, like occupation, age and education level, play a considerable role in CE tendency.
Originality/value
The study is one of the few that examines the consumers' ethnocentrism and attitudes toward electronic products produced in a developing country. The researchers expect that the outcome of the study would contribute to the domestic manufacturer focusing more rigorously on producing electronic products that would be accepted locally as well as globally.
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Keshab Ray and Meenakshi Sharma
There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in marketing…
Abstract
Purpose
There is a lacuna in research work in terms of understanding how Indian IT organizations can become global brands. Benchmarking has not received much attention in marketing literature due to lack of benchmarking framework, and IT organizations are yet to make progress in benchmarking. The purpose of this paper is to examine the impact of brand strength on global branding by developing a conceptual benchmarking framework for Indian IT organizations.
Design/methodology/approach
Semi-structured in-depth interviews are conducted with thirty middle-level managers from two Indian IT organizations, two US-based global IT organizations and one UK-based leading bank, which is a customer of these IT organizations.
Findings
Results show a positive relationship between brand strength and global branding, between customer loyalty and global branding, between brand loyalty and competitive advantage and between global branding and competitive advantage. Indian IT organizations can benchmark global IT organizations to improve delivering brand promise, positioning, awareness building and authenticity toward making Indian IT organizations future ready to address the entire breadth of opportunities in the evolving world of cloud and digital.
Practical implications
This research helps managers with a brand strength-based benchmarking framework toward global branding of Indian IT organizations.
Social implications
IT is instrumental for rapid growth of Indian’s economy. India should optimally utilize its greatest wealth, its human potential, with the latent global demand in IT through building global IT brands.
Originality/value
The originality of the study lies in conducting a qualitative study on global branding of Indian IT organizations and also proposing a conceptual benchmarking framework. The study further validates the model using qualitative analysis.