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International Journal of Management and Business Research

.: Home > International Journal of Management and Business Research > 2011 > Volume 1 Number 1 > 1 Bayu Sutikno ; 2 Julian Ming-Sung Cheng

Towards Consumer Ethnocentrism and Animosity in Indonesia

1 Bayu Sutikno ; 2 Julian Ming-Sung Cheng
1PhD Candidate, Business Administration Department, National Central University, Chung-Li City, Tao-Yuan County, Taiwan. 2Associate Professor of Marketing, Business Administration Department, National Central University, Chung-Li City, Tao-Yuan County, Taiwan.
Abstract :

This current study aimed at investigating the effects of gender (male versus female) and age (younger 
versus older) on consumer ethnocentrism and animosity in Indonesia in regard to eight opposed countries. Based on 
the ANOVA test, the findings showed that female and young consumers have a higher political and economical 
animosity; while female and old consumers tend to have higher ethnocentrism. The Indonesian consumers are very 
ethnocentric; The United States of America and Malaysia found to be the two opposed countries with the highest 
score of animosity. The economic animosity is higher than politic animosity in China and Taiwan as the opposed 
countries. These findings can be utilized by marketers in designing marketing communication and segmentation

Keywords :
Animosity; Ethnocentrism; attitude; Opposed country; Foreign country

Date Deposited : 29 Mar 2016 12:13

Last Modified : 29 Mar 2016 12:13

Official URL: http://www.ijmbr.org/article_6_1.html

Volume 1, Number 1, - 2011

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