Abstract

This study investigated the role of consumer ethnocentrism on the perception of brand credibility in the case of Vietnamese branded smartphone – a high-tech, multiplevalue product being manufactured locally. Based on a survey of 259 consumers, the analysis revealed that ethnocentrism exerts a strong impact on brand credibility which leads to positive product judgement and perceived value. Ethnocentrism also has a direct impact on the perceived value of Vietnamese branded smartphone, resulting in the willingess-to-buy. Besides contributing to the current literature, the findings also provide suggestions for new Vietnamese smartphone brands to develop brand credibility on the basis of consumer ethnocentrism