ISSN: 2222-6990
Open access
This study explores the influence of perceived product quality and price on consumer ethnocentrism, brand attitude, and brand love among urban female consumers of local fashion brands in Indonesia. The Stimulus–Organism–Response (SOR) framework was employed to analyze data from 400 respondents using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis to assess generational differences. The findings of the study indicate that perceived price exerts a substantial influence on consumer ethnocentrism and brand attitude, particularly among Generation Z. The influence of perceived product quality on ethnocentrism has been observed to vary across both age cohorts, with the impact being more pronounced among Generation Z. The relationship between consumer ethnocentrism, brand attitude, and brand love has been demonstrated to be significant, with consumer ethnocentrism and brand attitude exhibiting a strong predictive capacity for brand affection. These results underscore the significance of cognitive stimuli in shaping emotional brand responses and underscore the necessity for generation-targeted strategies in local brand marketing.
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