الفهرس 
: IntroductionOnly 14 pages are availabe for public view
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Abstract
In spite of today’s globalized market, there is a dearth of knowledge on how
consumer ethnocentrism, national identity and consumer cosmopolitanism affect the
purchase intention of Egyptian consumers. Accordingly, the purpose of this study is
to investigate the relationship between Consumer Ethnocentrism, National Identity,
Consumer Cosmopolitanism and the Purchase Intention of Foreign Home appliances
in Egypt: with the Moderating Effect of Consumers’ Domestic Home Appliances
Judgment.
This is a descriptive study conducted among a national sample of Egyptian
respondents utilizing both qualitative and quantitative data collection methods. Indepth face to face interviews were conducted by applying the convenience sampling
technique. Moreover, a structured questionnaire was set and administered employing
the non-proportionate quota sampling technique across different age groups from 18
to 65 years old where 60% of the sample were females and 40% were males.
The findings showed that there is a significant negative relationship between
consumer ethnocentrism and the purchase intention of foreign home appliances.
Moreover, a significant negative relationship between national identity and the
purchase intention of foreign home appliances. On the other hand, there is a
significant positive relationship between consumer cosmopolitanism and the
purchase intention of foreign home appliances. Besides, the significant moderating
effect of domestic home appliances’ judgement on the relationship between the three
independent variables (Consumer Ethnocentrism, National Identity, Consumer
Cosmopolitanism) and the dependent variable (purchase intention of foreign home
appliances).
The results of the study are beneficial for both Egyptian and foreign home
appliances’ brands as it will further aid them while developing marketing strategies
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for diverse markets such as Egypt. In addition, this study adds to the existing body
of knowledge on consumer ethnocentrism, national identity, consumer
cosmopolitanism, domestic product judgement and purchase intention of foreign
products in developing countries specifically in Egypt while highlighting and
implementing the study on major home appliances sector.