Consumer Ethnocentrism, Country of Origin and Marketing

Paweł Bryła is Associate Professor at the Department of International Marketing and Retailing, Faculty of International and Political Studies, University of Lodz, Poland. His research interests revolve around consumer behaviour in the food market and food marketing as well as international student mobility. He has led two research projects funded by the National Science Centre, two research projects funded by the Polish Ministry of Science and Higher Education within the Iuventus Plus programme, and headed the Polish team in an international research project: MERGE, funded by the European Commission. He has authored over 120 publications, including articles in such journals as: Nutrients, Appetite, British Food Journal, Sustainability, and Quality Assurance and Safety of Crops & Foods. He has edited two books in English, coordinating international teams of authors. He is an editorial board member of international journals, including: Foods, Sustainability, European Journal of International Management, Central European Management Journal, and Economia Agro-Alimentare. In Google Scholar, he has 1575 citations, with the Hirsch index of 19. Tomasz Domański is Full Professor and Director of the Department of International Marketing and Retailing, University of Lodz, Poland, and Director of a Polish-French MBA programme. He also served as Dean of the Faculty of International and Political Studies, and as the President of the Committee of Academic Policy advising the Polish Minister of Science and Higher Education. His research interests include marketing strategies of distribution chains, food marketing, place marketing, and university internationalisation. He has been involved in numerous national and international research and education projects, and has authored and co-authored over 180 academic publications, including 20 books, in Poland and abroad. He was the local coordinator of the CampusCulturae project in the framework of the EU Culture programme. He was the supervisor of 12 successful doctoral dissertations in management. Since 1990, he has been a marketing consultant for numerous renowned Polish and foreign businesses.

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Acknowledgments

1. Introduction

Part I. Consumer ethnocentrism and country-of-origin effect on the food market – quantitative results from Poland

2. Consumer ethnocentrism and country-of-origin effect on the food market – a survey among Polish consumers

Paweł Bryła

3. Consumer ethnocentrism and country-of-origin effect on the food market – a survey in the food marketing channel

Paweł Bryła

4. Consumer ethnocentrism and country-of origin effect on the food market -verification of hypotheses

Paweł Bryła

Part II. Case studies of marketing strategies appealing to consumer ethnocentrism or country-of-origin effect

5. Biedronka: How to create a Polish image of a foreign discount chain

Tomasz Domański

6. Grot: A case study of a family company operating in the market of traditional meat products

Tomasz Domański

7. A case study of an organic dairy plant – EkoŁukta: How to elicit consumer ethnocentrism based on the regional origin of an organic product

Tomasz Domański

8. Klimeko: a case study of a family company operating on the dairy market

Tomasz Domański

9. Srebrna Góra Vineyard: How to build a Polish wine brand

Tomasz Domański

10. Conclusion with managerial implications

Tomasz Domański and Paweł Bryła

Appendix 1. Survey questionnaire addressed to consumers

Paweł Bryła

Appendix 2. Survey questionnaire addressed to companies

Paweł Bryła

Appendix 3. Guide for interviews with managers

Paweł Bryła

Index