| dc.description.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. | en_US |
