The influence of credibility and trust to form of communication message in the context of ethnocentrism
Ewa Jerzyk , Magdalena Stefańska , Renata Nestorowicz , Anna Rogala
AbstractThe paper aims to establish if trust and reliability influence the perception of marketing communications and enhance consumer ethnocentric attitude. The paper puts forward two hypotheses, subsequently verified by surveys. The analysis employed factor analysis to isolate variables for the models, correlation analysis, also segmentation by k-means cluster method was implemented. The CETSCALE was used in the research to define intensity of ethnocentric attitudes. To enhance consumer ethnocentrism based on the preferences for local products it is important to use celebrity endorsement to inform about creating jobs, and increase the availability of products in store. The higher the ethnocentrism is, the smaller the influence of celebrities on ethnocentrism is thought to be. If the consumer’s ethnocentric attitude is characterized by aversion to imports, one should focus on promotional activities in the outlets. The research tool should therefore be perfected in order to improve the determination of the model, and research on a random sample ought to be carried out. When creating the advertising message, attention must be paid whether it aims to enhance the preference for local products or the aversion to imported goods. The CETSCALE was used for stepwise regression modeling. The research was financed from PNTM founds.
|Publication size in sheets||0.55|
|Book||Andreani Jean-Claude, Collesei Umberto (eds.): Proceedings of 15th International Marketing Trends Conference, 2016, Marketing Trends Asociation, ISBN 978-2-9532811-0-1|
|Keywords in English||trust and reliability in communication, enhancing ethnocentrism attitude, marketing communications, celebrity endorsement|
|Citation count*||2 (2020-08-01)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.