engleski

Ethnocentric Tendecies in Purchasing Behavior in the Republics of Croatia and Bosnia and Herzegovina

This paper explores the influence of several dimensions of socio-psychological concepts of patriotism, conservatism/liberalism, collectivism/individualism and cultural openness on Croatian and Bosnian and Herzegovinian consumer's ethnocentrism and on their awareness on both global and domestic brands. In addition, four demographic factors (age, gender, education, and income) were used as potential antecendents in the purchasing of domestic (CET) rather than foreign products.

ethnocentrism; patriotism; conservatism; liberalism; collectivism; individualism; purchasing behavior

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