International Journal of Management

Consumer ethnocentrism has emerged as a critical construct in understanding international consumer behavior, particularly in the context of globalization and increasing cross-border trade. This research article examines the relationship between consumer ethnocentrism and foreign brand acceptance, emphasizing how national identity, cultural values, economic patriotism, and perceived threats from globalization shape consumer preferences. Drawing on established theories such as social identity theory and country-of-origin effects, the study synthesizes existing empirical research and proposes a conceptual framework linking ethnocentric tendencies to attitudes toward foreign brands. The paper highlights moderating factors such as product category, brand origin image, consumer demographics, and global exposure. The findings offer valuable implications for international marketers seeking to navigate ethnocentric markets while contributing to academic discourse on cross-cultural consumption.