Cultural heritage and consumer ethnocentrism on emerging market brand competition (A comparative study of UT Bank Ghana and EcoBank Limited) Collins Agyei; Supervisor: Hasret Balcıoğlu

Yazar: Katkıda bulunan(lar):Dil: İngilizce Yayın ayrıntıları:Nicosia Cyprus International University 2015Tanım: IX, 77 p. color chart, color graphic, table 30.5 cm CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar):
Eksik içerik
1 CHAPTER ONE
1 Introduction
1 Background of the Study
3 Statement of Problem
4 Main Objectives
4 Specific Objectives
4 Research Questions
5 Significance of the Study
5 Limitation of the Study
6 Organization of the Study
7 CHAPTER TWO : LITERATURE REVIEW
7 Introduction
7 Brand Definition
11 Brand Equity
12 Brand Loyalty
13 Name Awareness
14 Perceived Quality 1
14 Brand Name
15 Logos and Symbols
16 Brand Association
18 Definition of Ethnocentrism
19 The Concept of National identity and Cultural Heritage
23 Definition and Concept of Customer Ethnocentrism
25 Benefits in Adopting a Marketing strategy that is Linked to a Particular National identity
29 CHAPTER THREE :RESEARCH METHODOLOGY
29 Introduction
29 Research Design
30 Data Collection and Procedures
30 Questionnaires
31 Research Population
32 Sample Size and Sampling Techquies
33 Sample Procedures
34 Data Presentation and Analysis
34 Validity and Reliability of the Study
35 CHAPTER FOUR : PRESENTATION AND ANALYSIS OF DATA
35 Introduction
36 Customers Response
49 Management of the Banks
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
64 Introduction
64 Conclusion
64 Summary of Findings
65 Recommedations
67 REFERENCES
Özet: 'ABSTRACT The study was to examine whether, cultural heritage, and consumer ethnocentrism help emerging market brands to compete in local markets as well as how brands from emerging markets continue to compete over the long-term. Ethnocentrism is a set of structures that position one'sown culture as a centre for the production and distribution of knowledge of other cultures, which are to various degrees peripheral to it. It is therefore the act of judging other groups from a cultural point of view. International trade activity is becoming a central part of the world economy, and it is recognized that there is a greater necessity to gauge consumers' attitudes towards both domestic and foreign products. There are twenty eight registered banks in Ghana but the study was strictly adhered to only Ecobank Limited and Unique Trust Bank (Adum Branch) as a test case for this research. Since the study seeks to analyze how cultural heritage, national identity and consumer ethnocentrism help companies to build strong image in the local market, questionnaires were the major tools used to obtain the right information from the respondents. The researcher also made use of both primary and secondary data, and SPSS version twenty (20) were used to analyze the data. A sample size of sixty (60) and twenty (20) was used out of the total population for both customers and management of the banks respectively. However because the research is a cross section study, quantitative approach was employed in analyzing the identified variable. Qualitative approach was also used in focusing on the questionnaire used as instrument. A correlation was run to show the effect of national identity and consumer ethnocentrism on the banks that were used as a test case for the study and the study identified positive relationship between national identity and consumer ethnocentrism on the operations of the two banks considered in the study. Key words: Cultural Heritage, Consumer Ethnocentrism, brand competition '
Materyal türü: Thesis

Includes CD

Includes references (67-69 p.)

'ABSTRACT The study was to examine whether, cultural heritage, and consumer ethnocentrism help emerging market brands to compete in local markets as well as how brands from emerging markets continue to compete over the long-term. Ethnocentrism is a set of structures that position one'sown culture as a centre for the production and distribution of knowledge of other cultures, which are to various degrees peripheral to it. It is therefore the act of judging other groups from a cultural point of view. International trade activity is becoming a central part of the world economy, and it is recognized that there is a greater necessity to gauge consumers' attitudes towards both domestic and foreign products. There are twenty eight registered banks in Ghana but the study was strictly adhered to only Ecobank Limited and Unique Trust Bank (Adum Branch) as a test case for this research. Since the study seeks to analyze how cultural heritage, national identity and consumer ethnocentrism help companies to build strong image in the local market, questionnaires were the major tools used to obtain the right information from the respondents. The researcher also made use of both primary and secondary data, and SPSS version twenty (20) were used to analyze the data. A sample size of sixty (60) and twenty (20) was used out of the total population for both customers and management of the banks respectively. However because the research is a cross section study, quantitative approach was employed in analyzing the identified variable. Qualitative approach was also used in focusing on the questionnaire used as instrument. A correlation was run to show the effect of national identity and consumer ethnocentrism on the banks that were used as a test case for the study and the study identified positive relationship between national identity and consumer ethnocentrism on the operations of the two banks considered in the study. Key words: Cultural Heritage, Consumer Ethnocentrism, brand competition '

1 CHAPTER ONE

1 Introduction

1 Background of the Study

3 Statement of Problem

4 Main Objectives

4 Specific Objectives

4 Research Questions

5 Significance of the Study

5 Limitation of the Study

6 Organization of the Study

7 CHAPTER TWO : LITERATURE REVIEW

7 Introduction

7 Brand Definition

11 Brand Equity

12 Brand Loyalty

13 Name Awareness

14 Perceived Quality 1

14 Brand Name

15 Logos and Symbols

16 Brand Association

18 Definition of Ethnocentrism

19 The Concept of National identity and Cultural Heritage

23 Definition and Concept of Customer Ethnocentrism

25 Benefits in Adopting a Marketing strategy that is Linked to a Particular National identity

29 CHAPTER THREE :RESEARCH METHODOLOGY

29 Introduction

29 Research Design

30 Data Collection and Procedures

30 Questionnaires

31 Research Population

32 Sample Size and Sampling Techquies

33 Sample Procedures

34 Data Presentation and Analysis

34 Validity and Reliability of the Study

35 CHAPTER FOUR : PRESENTATION AND ANALYSIS OF DATA

35 Introduction

36 Customers Response

49 Management of the Banks

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

64 Introduction

64 Conclusion

64 Summary of Findings

65 Recommedations

67 REFERENCES

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