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December 2021 (Vol. 61, Issue 4)

How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions: Assessing Ethnocentric versus Xenocentric Mindsets and Their Impact on Messaging Persuasion
Broad cultural considerations are the basis for this study by Dave D. G. Centeno (University of the Philippines), with the understanding that brand managers need to know the mindsets of their viewers to target ad messages. Previous consumer research identified ethnocentrism (i.e. the belief that local culture is superior to all others) as the direct obverse of xenocentrism (the home culture is inferior to  others). But, as Centeno’s research shows, “People can be either ethnocentric or xenocentric, depending on which situational cues are activated in their minds.”

With data from nearly 900 Filipino consumers surveyed, the author constructed six different models, or configurations of cultural mindsets with local-and foreign-brand advertising. The models can be used to predict favorable attitudes toward the brand. For example, “foreign-brand advertising can be favorable among less xenocentric and less ethnocentric consumers with the use of local endorsers (Model 2).”

More broadly, local-brand advertising is favorable among:

  • highly ethnocentric and less xenocentric older women (Model 1),
  • less xenocentric older women with the use of a foreign endorser (Model 3),
  • highly xenocentric older men with a foreign endorser (Model 4),
  • less xenocentric and highly ethnocentric older consumers with a local endorser (Model 5), and
  • less xenocentric and highly ethnocentric younger men with a foreign endorser (Model 6).

“Managers could use these insights in adjusting the key facets of messages in the creative strategy and executions of the advertisements,” the author advised. They also should be able to “measure the levels of ethnocentrism and xenocentrism in target consumers” and, accordingly, decide whether choosing either a local or foreign endorser will be best fit for each segment.

Read the full article here.