How Customer Xenocentrism Influence Brand Citizenship Behavior And Willing To Pay More - A Study Of Cosmetic Brands In Vietnam

Abstract

Globalization has resulted in the rapid merging of regional and national economies into a single worldwide economy. Xenocentrism has become a crucial concept for studying consumer behavior when it comes to buying domestic and foreign products. The objective of this thesis is to examine the impact of customer xenocentrism, which encompasses domestic rejection and foreign admiration, as well as brand citizenship behavior, including brand endorsement, brand enthusiasm, and brand helping, on customers' willingness to pay more for beauty products from foreign brands in Vietnam. The study employs quantitative methodologies, involving the analysis of a sample comprising 344 customers who currently or previously utilized cosmetics from international brands within Vietnam. X-SCALE is utilized for quantifying Xenocentrism. The partial least squares (PLS) technique was utilized for the primary data analysis. According to the outcomes of this study, this research determines that xenocentrism is a reliable concept for evaluating consumers' willingness to pay more in Vietnam for foreign products that are competitive in the local market. Furthermore, although brand endorsement does not influence customers' willingness to pay a higher price, brand enthusiasm and brand helping in brand citizenship behavior exert significant influences customers' inclination to pay a premium. Simultaneously, this study serves as a significant addition to the domain of xenophobia research and can be utilized to formulate enduring marketing strategies specifically designed for xenophobic consumers in Vietnam.