Abstract
Focusing on the implications of xenocentric behavior for consumer well-being, the authors investigate the link between consumer xenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediating variables. To this end, drawing on system justification, self-concept, and reference group theories, they develop a competitive mediation model and test it on samples of Italian (N = 456) and Peruvian (N = 203) consumers. The results reveal that while the direct effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, with conspicuous consumption orientation and brand addiction mediating this relationship. These findings add to our theoretical understanding of the C-XEN construct and its impact on consumer well-being, and have important practical implications for both foreign and domestic producers.
Original language | English |
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Pages (from-to) | 51-70 |
Journal | Journal of International Marketing |
Volume | 33 |
Issue number | 1 |
Early online date | 16 Jun 2024 |
DOIs | |
Publication status | Published - 2025 |
Austrian Fields of Science 2012
- 501021 Social psychology
- 502052 Business administration
- 502019 Marketing
Keywords
- consumer xenocentrism
- consumer well-being
- conspicuous consumption orientation
- brand addiction
- self-esteem