Document Type

Article

Language

eng

Publication Date

2010

Publisher

Georgia State University

Source Publication

Journal of Middle East Media

Source ISSN

2152-629X

Abstract

The subject of consumer ethnocentrism is discussed in the context of advertising country-of-origin effects. The literature and suggestions concerning the phenomenon in the Middle East are brought up and a study using U.S. and Egyptian samples is described. The findings show some evidence of consumer ethnocentrism in both countries, though statistical significance is only achieved with U.S. data, generally consistent with prior writing and research focused on developed versus developing countries. Special attention is given to the construct of worldliness and though not statistically significant, results suggest it may be a factor deserving additional study.

Comments

Published version. Journal of Middle East Media, Vol. 6, No. 1 (2010): 50-61. Publisher link. ©2018 Georgia State University. Used with permission.

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