Ethnocentrism at the coffee shop industry: A study of Starbucks in developing countries
| Autor: | Mario Andres Manzi Puertas, Jose Andres Areiza-Padilla, Amparo Cervera-Taulet |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Coffee shop
lcsh:Management. Industrial management service ethnocentrism Sociology and Political Science media_common.quotation_subject Developing country Sample (statistics) Development lcsh:Business Empirical research 0502 economics and business Loyalty ddc:650 Marketing media_common hedonic services Ethnocentrism 05 social sciences global brand developing countries Starbucks lcsh:HD28-70 050211 marketing Business lcsh:HF5001-6182 General Economics Econometrics and Finance 050203 business & management |
| Zdroj: | Journal of Open Innovation: Technology, Market and Complexity, Vol 6, Iss 164, p 164 (2020) Journal of Open Innovation: Technology, Market, and Complexity Volume 6 Issue 4 |
| Popis: | Numerous studies have identified that ethnocentric consumers prefer buying products produced nationally rather than products from overseas. Nevertheless, this study has been focused on big economies, that&rsquo s why its application in developing countries is still scarce, especially if we want to know their relationship with a global and foreign brand that operates in these developing countries. On the other hand, this study has been centralized in products, and that is the reason why the studies in hedonic services are also scarce. The objective of this study is to identify the antecedents and consequences of ethnocentrism in hedonic services by applying the variable to a developing country such as Colombia. Considering the cultural and economic importance of Colombian coffee and, regarding a global brand, foreign and hedonic services like Starbucks. This allows the presentation of a theoretical model that forms the basis of an empirical study with a sample of 305 consumers of Starbucks in Bogotá Via data analysis with Smart PLS 3.0, it was observed that although the Colombian consumer is ethnocentric, they do possess loyalty towards the cited global brand. These results provide us with implications for the management of international businesses as well as with future research pathways. |
| Databáze: | OpenAIRE |
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