Title: The influence of identity on international consumer behaviour in transitional settings: a case study of the Bosnian-Herzegovinian banking market

Authors: Hans Ruediger Kaufmann, Zorica Zagorac, Dolores Sanchez Bengoa

Addresses: School of Business, University of Nicosia, 46 Makedonitissas Avenue, PO Box 24005, 1700 Nicosia, Cyprus. ' Hochschule Liechtenstein, Fuerst-Franz-Josef-Strasse, 9490 Vaduz, Principality of Liechtenstein. ' Intercollege Larnaca, 1 Pavlou Valsamaki Str., P.O. Box 42572, 6500 Larnaca, Cyprus

Abstract: This paper focuses on the interrelationship between the socio-psychological identity concept and the marketing concept of consumer behaviour in transition countries. The impact of global market liberalisation and free trade on regional and national identity and, in its wave, on local customer identity is suggested to receive more academic, political and economic attention. This exploratory research presents a comprehensive and chronological literature review. The application of the micro-sociological concept heralds a new era in Marketing as it implies that the customer should draw more than only economic values, i.e. additional social or emotional benefits, from this business relationship. The empirical part focuses on the results of a qualitative case study on the financial service sector in Bosnia-Herzegovina in general and on international market entrants in particular. The findings are presented and result in an initial conceptualization.

Keywords: banks; consumer behaviour; identity; transitional settings; Bosnia-Herzegovinia; marketing; transition countries; banking; international consumers.

DOI: 10.1504/JIBED.2008.019159

Journal for International Business and Entrepreneurship Development, 2008 Vol.3 No.3/4, pp.241 - 253

Published online: 30 Jun 2008 *

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