A cross-cultural study on consumer ethnocentrism and country image: Example of Turkey and Greece

The purpose of this study is to investigate the evidence and level of consumer ethnocentrism of Turkish and Greek consumers, also, to examine the effects of consumer ethnocentrism on purchasing local products, to investigate the country image and effects of interaction with the counter country on country image. The conceptual framework used is based on the work of Shimp and Sharma (1987) which they first mentioned about consumer ethnocentrism and evaluate the CETSCALE together with variant studies came after and evaluation of the image for the counter country. The study structured on three samples, two samples taken from Turkey and one taken from Greece. A dual comparison of samples is done. In this study, the interaction with the counter country and its effects on the purchasing intention is investigated. The image of the counter country is noted and looked for if the country image affects the purchasing intentions of the counter country?s product.Keywords: Consumer Ethnocentrism, CETSCALE, Country Image, Greece, Turkey.