Cosmopolitanism and ethnocentrism among young consumers in emerging Asia: Chinese vs Koreans towards Japanese brands
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 10 April 2017
Abstract
Purpose
The purpose of this paper is to investigate how consumer cosmopolitanism (COS) and consumer ethnocentrism (CET) may affect young populations in China (an emerging country) and Korea (an advanced emerging country) on their evaluations of Japanese brands.
Design/methodology/approach
The author hypothesize that the levels and the effects of COS and CET will differ between China and Korea because of their differing levels of economic development and globalization. Surveys were conducted with 311 Chinese and Korean young individuals with comparable sample characteristics.
Findings
The research reveals a few interesting findings. First, the findings show that Chinese young consumers may be more ethnocentric and moderately less cosmopolitan than their Korean counterparts. Additionally, COS was found to have greater effects on evaluations of Japanese brands in China than in Korea. On the other hand, CET played a subdued role in brand evaluations for both countries.
Research limitations/implications
The findings suggest that COS and CET may have reduced influences on future consumers in emerging Asia and other emerging countries as they experience increasing globalization.
Originality/value
This study addresses an under-researched issue of how consumer values may change in emerging Asia experiencing rapid economic development and globalization.
Keywords
Acknowledgements
This study was completed with cooperation of Lei Gao.
Citation
Han, C.M. (2017), "Cosmopolitanism and ethnocentrism among young consumers in emerging Asia: Chinese vs Koreans towards Japanese brands", Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 2, pp. 330-346. https://doi.org/10.1108/APJML-07-2016-0113
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited