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(Journal Article) |
ASEAN Marketing Journal 6 (2): 77-88 (2014)
Global Brands and Consumer Ethnocentrism of Youth Soft Drink Consumers in Greater Jakarta, Indonesia
Hammam H Tasurru
,
Imam Salehudin
ABSTRACT
Indonesia is a large market for consumer products targeting youth
consumers, with populations of more than 70 million young inhabitants
and market size of USD 155 billion. The large size of this potential
market attracts foreign products with globally recognized brands to enter
the Indonesian market. The objective of this study is to explain the
purchase intention of youth consumers toward a particular brand of soft
drink with global penetration by their perceptions and ethnocentrism.
This study obtained response from 156 youths in Greater Jakarta,
Indonesia. The resulting data was analyzed using structural equation
modeling with LISREL software package. The study found that consumer
ethnocentrism decreases purchase intention, both directly and indirectly
through brand image. Contrary to the hypothesis, consumer ethnocentrism
does not influence corporate image of the global firm, which
significantly influences brand image but only slightly impacts purchase
intentions directly.