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Ethnocentric Marketing Among Youth: An Emerging Approach to Sustainable Marketing - A Bibliographic Analysis on Current Trends and Issues
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Author(s): Shenki Tyagi (KIET Group of Institution, India), Ashish Kumar Srivastava (AIT Management, Chandigarh University, India), Mani Tyagi (SLM- MRIIRS, Faridabad, India)and Shefali Saluja (Chitkara Business School, Chitkara University, India)
Copyright: 2025
Pages: 26
Source title:
Internationalization of Sport Events Through Branding Opportunities
Source Author(s)/Editor(s): Jaskirat Singh Rai (Chitkara Business School, Chitkara University, India), Maher N. Itani (College of Business Administration, Ajman University, UAE)and Amandeep Singh (Chitkara Business School, Chitkara University, India)
DOI: 10.4018/979-8-3693-4038-7.ch016
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Abstract
This paper presents a comprehensive bibliographic analysis of the evolving landscape of ethnocentric marketing strategies targeted at the youth demographic. Focusing on the years 2013 to 2022, the study explores the emergence and evolution of ethnocentric marketing as a sustainable approach within the dynamic context of youth-oriented markets. The paper synthesizes a wealth of scholarly literature, offering insights into the current trends and issues surrounding ethnocentric marketing strategies. The analysis begins by examining the theoretical foundations and conceptual frameworks that underpin ethnocentric marketing, shedding light on its relevance and effectiveness in capturing the attention and loyalty of the youth consumer segment. By synthesizing the findings, this paper contributes to the ongoing discourse on sustainable marketing practices and offers valuable insights for marketers, researchers, and policymakers seeking to navigate the evolving landscape of youth-focused ethnocentric marketing.
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