To read the full version of this content please select one of the options below:

Chinese perception and willingness to buy Taiwanese brands: The role of ethnocentrism and animosity

Nizar Souiden (Department of Marketing, Laval University, Québec, Canada)
Riadh Ladhari (Department of Marketing, Faculty of Business Administration, Laval University, Quebec, Canada)
Liu Chang (Department of Marketing, Laval University, Québec, Canada)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 19 October 2018

Issue publication date: 5 November 2018

Downloads
687

Abstract

Purpose

The purpose of this paper is to examine ethnocentrism and animosity in a special context of two societies that share cultural, historical, ethnic and geographical characteristics. In particular, it first investigates the relationships between Chinese ethnocentrism and animosity toward Taiwan, and then it examines the impact of these two factors on the Chinese perception of Taiwanese brand quality and their purchase intent.

Design/methodology/approach

Based on a sample of 605 respondents from China, data were analyzed by structural equation modeling.

Findings

The results show that although Chinese animosity toward Taiwan is moderate, it is significantly driven by ethnocentrism, which has a significant and negative effect on willingness to buy, but not on the perception of Taiwanese brand quality. The Chinese animosity toward Taiwan, however, has negative and significant effects on their perception of Taiwanese brand quality and their intention of purchasing Taiwanese brands.

Research limitations/implications

The immense size of the country has impeded the representativeness of the authors’ sample and the generalizability of the results. Also, the study covers only one type of product.

Practical implications

Forming partnerships with local Chinese businesses and developing strong ties with local communities could be considered as a solution to minimize or circumvent the effect of animosity and might help foreign companies appear more “local.”

Originality/value

In contrast to past studies that investigated ethnocentrism and animosity in the context of countries presenting several differences (e.g. China vs USA), this study investigates the effect of ethnocentrism and animosity in the context of two countries (China and Taiwan) that share cultural, historical, ethnic and geographic characteristics. Despite the strong ties between the two countries, the Chinese have a certain animosity, though moderate, toward Taiwan and consequently are less inclined to buy Taiwanese brands. This implies that Chinese animosity toward a country may be toned down or pronounced, depending on whether they have strong or weak ties with that country.

Keywords

Acknowledgements

The authors gratefully thank the editor and the reviewers for their insightful comments and valuable feedback.

Citation

Souiden, N., Ladhari, R. and Chang, L. (2018), "Chinese perception and willingness to buy Taiwanese brands: The role of ethnocentrism and animosity", Asia Pacific Journal of Marketing and Logistics, Vol. 30 No. 4, pp. 816-836. https://doi.org/10.1108/APJML-09-2017-0203

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited