Consumer Attitudes Toward Asian Brands in Western Balkan Countries

Abstract

Asian brands, particularly those originating from China, South Korea, and Japan have significantly expanded their presence in global markets, including the Western Balkans. Despite rising brand visibility, consumer attitudes in this region remain shaped by complex cultural, economic, and social perceptions. This study examines how cultural values, country-of-origin perceptions, perceived quality, price–value evaluations, and brand familiarity influence consumer attitudes toward Asian brands in Western Balkan countries. Drawing on established theoretical frameworks such as the Country-of-Origin Effect, Consumer Ethnocentrism, and Social Identity Theory, the paper provides an analytical exploration of the determinants that shape brand attitudes in a transitional, emerging-market context. The study argues that Western Balkan consumers increasingly evaluate Asian brands through functional performance and affordability rather than historical stereotypes, yet cultural distance and media narratives continue to moderate this relationship. The findings offer strategic implications for Asian brand managers seeking market penetration in the region, emphasizing the need for localized communication strategies, improved brand authenticity, and culturally adaptive marketing approaches

Received: 1 February 2026 / Revised: 2 March 2026 / Accepted: 18 March 2026 / Published: 25  March 2026