The Role of Ethnocentrism, Acculturation, and Price Sensitivity in Shaping Brand Loyalty toward Hana brand Among Syrian Migrants in Turkey

Abstract

This study examined the determinants of brand loyalty to HANA Foods brand in Syrian consumers in Turkey, with three variables in focus: ethnocentrism, price sensitivity, and acculturation. The research examines the variables in predicting brand loyalty as well as the role of acculturation in moderating the interaction between ethnocentrism and brand loyalty. The research used Structural Equation Modeling (SEM) to identify the correlation whereby high ethnocentrism levels were related to stronger brand loyalty, affirming the influence of cultural affinity in consumers' response to brands. On the contrary, higher price sensitivity had negative correlation with loyalty, especially in the case of the Syrian migrant population with lower incomes, demonstrating the value placed on economic affordability as opposed to brand preference in poorer segments. Acculturation moderated the relationship between ethnocentrism and loyalty as higher acculturation to Turkish culture reduced loyalty to Syrian-origin brands such as Hana Foods brand. These observations shed light into the dynamics surrounding brand loyalty in migrant consumers, emphasizing the influence of cultural identity as well as economic stress.