Consumer ethnocentrism and consumer animosity: antecedents and consequences
Abstract
Purpose
Consumer ethnocentrism and consumer animosity provide marketing management with two useful concepts to understand the reasons behind consumers’ purchase decisions concerning domestic vs imported products. The purpose of this paper is to investigate the antecedents and consequences of animosity and ethnocentrism within a single model, and respondents’ evaluations of a specific product category are solicited.
Design/methodology/approach
The study is conducted within an ideal context for the study of consumer animosity: data were collected in Belgrade shortly after the US-led NATO bombings of 1999. The surveys were carried out in person at the interviewees’ home. The sample was part of a regular omnibus panel composed of 270 adult respondents, of which 92.2 percent agreed to participate.
Findings
The findings indicate that animosity and consumer ethnocentrism are distinct constructs. Also consistent with previous research, results obtained confirm that each construct has unique antecedents and consequences.
Practical implications
Once consumer animosity and ethnocentrism levels have been measured, managers can then make decisions about whether to promote their country of origin or, alternatively, create more powerful local connections for their products. Thus, the consideration of animosity and ethnocentrism can be part of a firm’s international strategies.
Originality/value
Previous studies on consumer animosity have demonstrated through structural equation modeling that the two constructs are distinct and have distinct antecedents, but research has not examined both the antecedents and the consequences of animosity and ethnocentrism in the same study. Thus, this study investigates the antecedents and consequences of animosity and ethnocentrism within a single model.
Keywords
Citation
Fernández-Ferrín, P., Bande-Vilela, B., Klein, J.G. and del Río-Araújo, M.L. (2015), "Consumer ethnocentrism and consumer animosity: antecedents and consequences", International Journal of Emerging Markets, Vol. 10 No. 1, pp. 73-88. https://doi.org/10.1108/IJOEM-11-2011-0102
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited