The Effect of Extrinsic Determinants on Consumer Evaluation

This study will develop and test a conceptual model of extrinsic determinants of consumer evaluation on purchase intention for local and imported home appliances in a selected Iranian market. In addition, the effects of ethnocentrism, sales promotion, and word-of-mouth will be investigated. This research is supposed to provide insights for local, foreign brand owners and researchers who are concerned about customers’ attitude and evaluation toward local and foreign home appliances.