Brkic, Nenad; Corbo, Miralem; Berberovic, Denis

Article

Ethnocentrism and Animosity in Consumer Behaviorin Bosnia and Herzegovina and Implication forCompanies

Economic Review: Journal of Economics and Business

Provided in Cooperation with:Faculty of Economics, University of Tuzla

Suggested Citation: Brkic, Nenad; Corbo, Miralem; Berberovic, Denis (2011) : Ethnocentrismand Animosity in Consumer Behavior in Bosnia and Herzegovina and Implication forCompanies, Economic Review: Journal of Economics and Business, ISSN 1512-8962,University of Tuzla, Faculty of Economics, Tuzla, Vol. 09, Iss. 1, pp. 45-61

This Version is available at:http://hdl.handle.net/10419/193797

Standard-Nutzungsbedingungen:

Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichenZwecken und zum Privatgebrauch gespeichert und kopiert werden.

Sie dürfen die Dokumente nicht für öffentliche oder kommerzielleZwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglichmachen, vertreiben oder anderweitig nutzen.

Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen(insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten,gelten abweichend von diesen Nutzungsbedingungen die in der dortgenannten Lizenz gewährten Nutzungsrechte.

Terms of use:

Documents in EconStor may be saved and copied for yourpersonal and scholarly purposes.

You are not to copy documents for public or commercialpurposes, to exhibit the documents publicly, to make thempublicly available on the internet, or to distribute or otherwiseuse the documents in public.

If the documents have been made available under an OpenContent Licence (especially Creative Commons Licences), youmay exercise further usage rights as specified in the indicatedlicence.

///

1 Faculty of Economics, Sarajevo, nenad.brkic@efsa.unsa.ba2 Luk d.o.o, miralem.corbo@luk.ba3 Faculty of Economics, Sarajevo, denis.berberovic@efsa.unsa.ba

///

ETHNOCENTRISM AND ANIMOSITY IN CONSUMER BEHAVIOR IN BOSNIA ANDHERZEGOVINA AND IMPLICATIONS FOR COMPANIES

ABSTRACT

This study attempts to examine ethnocentrismof BiH consumers, animosity tendencies, andconsumers' notions of products originatingfrom two neighboring countries – Croatia andSlovenia. The aim is to expose the causalrelation between the expression of anindividual's animosity, her/his understandingof neighboring countries' image, and her/hisdegree of ethnocentrism. Klein, Ettenson andMorris (1998) argued that animosity (one ofCOI – Country of Origin Image aspects) affectsconsumer behavior, but not the assessment ofproducts originating from this country. Thisstudy seeks to examine this argument. Theregression analysis confirmed this assumptionon a sample of 300 BiH consumers. Additionallyone marketing scale and one psychologicalscale were used: one for measuring consumerethnocentrism, and the other for measuringcountry of origin image. This study used themethod of mall intercepts – interceptingcustomers in large shopping malls. Data wasprocessed using ACNOVA, Cronbach alpha andhierarchical regression analysis.

Key words: Ethnocentrism, animosity, consumer behavior, Bosnia and Herzegovina

JEL:M31

1. INTRODUCTION

///

///

2. CONSUMER ANIMOSITY

2.1. General considerations

///

///

2.2. Theoretical assumptions of animosity

2.3. Link between animosity andethnocentrism

///

///

2.4. Scale for measuring ethnocentrism –CETSCALE

///

///

2.5. Parameswaran and Pisharodi scale formeasuring – COI

3. RESEARCH

GalenikaPliva Jelen Karlova ko

///

///

Mostar Banja Luka SampleNumber of respondents

Sex

Age

Education

Employmentstatus

HouseholdIncome

Maritalstatus

Nationality

Total

///

///

4. ANALYSIS AND DISCUSSION OFRESEARCH FINDINGS

StatementItem factorloadings

General Impression of Country 1 Croatia (cognition and affect) GCA 1 – CRO

Croatia citizens are friendly and likeable.

Croatia citizens are artistic and creative.

Croatia citizens are well educated

Croatia citizens are hard working.

Croatia citizens are technically educated.

Croatia citizens achieve high standards.

Croatia citizens are increasing the standard of living.

Croatia citizens have technical skills.

Croatia actively participates in international deals.

General Impression of Country 2 Croatia (perceived similarities) GCA 2 – CRO

Croatia has similar political views as BiH

Croatia is economically similar to BiH

Croatia is culturally similar to BiH

General Impression of Country 1 Serbia (cognition and affect) GCA 1 – SER

Serbia citizens are friendly and likeable.

Serbia citizens are artistic and creative.

Serbia citizens are well educated

Serbia citizens are hard working.

Serbia citizens are technically educated.

///

///

Serbia citizens achieve high standards.

Serbia citizens are increasing the standard of living.

Serbia citizens have technical skills.

Serbia actively participates in international deals.

General Impression of Country 2 Serbia (perceived similarities) GCA 2 – SER

Serbia has similar political views as BiH

Serbia is economically similar to BiH

Serbia is culturally similar to BiH

Scale

CompositeScores

(standarderror)

MeanDifference

Reliability

a)Bosnjaks

b)Croats

c)Serbs

d)Others

a – b a c a d b c b d c d

GCA1 CRO

GCA2 CRO

GCA1 SER

GCA2 SER

GPA1 CRO

GPA2 CRO

GPA3 CRO

GPA1 SER

GPA2 SER

GPA3 SER

SPA1 CROPL

SPA 1 SERGA

///

///

SPA 2 CROKA

SPA 2 SERJE

CETSCALE

ETHNOCENTRISM

35

40

45

50

55

60

MED

IANVA

LUES

BOSNIACS

CROATS

SERBS

///

///

Karlova ko

Karlova ko

///

///

5

10

15

20

25

30

35

GC

A1

SE

R

GC

A2

SE

R

GP

A1

SE

R

GP

A2

SE

R

GP

A3

SE

R

SP

A 1

SE

R G

A

SP

A 2

SE

R J

EMA

RG

INAL

VA

LUES

SERBS

Pliva Karlova ko

Galenika Jelen

///

///

Galenika Jelen

Jelen Galenika

Jelen

5. CONCLUSION

///

///

6. LIMITATIONS

7. MANAGERIAL IMPLICATIONS

8. RECOMMENDATIONS FOR FURTHERRESEARCH

///

///

REFERENCES

Multiple regression

Journalof Marketing Research

Journal ofConsumer Marketing

Groups, leadership and men

InternationalMarketing Review,

Journal ofConsumer Research

Journal of International Business Studies,

Explorations in Cognitive Dissonance

Marketing Intelligence and Planning,

Akademija MM

Revista Europea de DireccionEconomia de la Empresa,

A Theory of CognitiveDissonance

Anti Japanese triangleof East Asia

Journal ofMarketing

SocialIdentifications: A Social Psychology of

///

///

Intergroup Relations and Group Processes,

Psychological Record

AsiaPacific Journal of Marketing and Logistics

HitotsubashiReview of Commerce and Management

EuropeanJournal of Marketing

Dividedby Color: Racial Politics and DemocraticIdeals,

Journal ofMarketing,

Journal of InternationalConsumer Marketing

Journal ofInternational Business Studies,

European Journal of Marketing

InternationalJournal of Psychology

Ethnocentrism, Theories of Conflict, EthnicAttitudes and Group Behaviour

EuropeanJournal of Marketing

European Journal of Marketing

International Journal of Advertising

///

///

Journal of MarketingResearch, 2

International Journal of Researchin Marketing

Psychometric Theory

Journal of Marketing

Dimensions of InternationalBusiness

Journal ofInternational Business Studies

Journal ofAdvertising

Journal of Consumer Research

International Marketing Review

International Journalof Research in Marketing

Journalof Marketing Research

Psychology& Marketing,

Journal of EmpiricalGeneralization in Marketing Science

Journal ofInternational Marketing

Annual Review of Psychology

Folkways: TheSociological Importance of Usages,Manners, Customs, Mores and Morals

///

///

Psychology of IntergroupRelations

Journal of the Academyof Marketing Science,

Corporate Communications: An International Journal

An Attributional Theoryof Motivation and Emotion

Journal of MarketingResearch

Advances inInternational Marketing

Yevas

International Journal of Advertising