Impact of Consumer Ethnocentrism on Global Brand Attitude: With Reference to FMCG Products Offered By Multinational Enterprises in Sri Lanka

The fast-moving trend of globalization directs the course for studying relationships among various constructs. Accordingly, this study aims to investigate the impact of Consumer Ethnocentrism on Global Brand Attitude with reference to FMCG products offered by Multinational Enterprises in Sri Lanka. The conceptual framework was constructed using social identity theory, and two hypotheses were derived based on it. A sample of 200 FMCG consumers in Sri Lanka was incorporated via a self-administered online questionnaire. AMOS software was employed to analyze the collected quantitative data and draw outcomes. The findings suggest that there is no significant effect of consumer ethnocentrism on global brand attitude, while global consumption orientation has a positive moderating influence on the relationship. However, these Sri Lankan context-specific outcomes pave the way for future research avenues.