PHD (Still studying)

Oct 5, 2020 - Dec 30, 2025

business management

THE EFFECT OF CONSUMER ETHNOCENTRISM ON ATTITUDES TOWARDS GLOBAL CONSUMER CULTURE ADVERTISEMENTS: IRAQ – TURKEY EXAMPLE

Feb 3, 2021

Journal Pazarlama ve pazarlama araştırmaları dergisi

publisher Maryam Salihi & Pınar Başgöze

DOI 10.15659/ppad.14.2.253

Issue 14

Volume 1

This study investigates the effects of consumer ethnocentrism dimensions on attitudes towards an advertisement made with global culture positioning. A total of 400 household data were collected through a questionnaire in Turkey and Iraq to investigate these effects in these countries comparatively. A multidimensional scale CEESCALE that consisted of 17 questions and five dimensions (Prosociality, Cognition, Insecurity, Reflexiveness, and Habituation) was used to test ethnocentrism tendencies of the two countries. Exploratory factor analysis was conducted to test the validity of the dimensions for both Turkey and Iraq. According to factor analysis, “Habituation” is not a valid dimension for neither Turkish nor Iraqi participants. A regression analysis was conducted to test the relationship between consumer ethnocentrism and the attitude toward global consumer culture positioning ads. For Iraqi participants, “Cognition” and “Insecurity” dimensions of ethnocentrism positively affect attitudes towards global consumer culture positioning ads. For Turkey, the “Prosociality” dimension negatively affects attitudes towards global consumer culture positioning ads.

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