Consumer animosity: the mitigating effect of perceived brand globalness

Abstract

Purpose

This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.

Design/methodology/approach

The authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.

Findings

The authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.

Originality/value

By highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.

Citation

Mandler, T., Bartsch, F., Krüger, T., Kim, K.A. and Han, C.M. (2023), "Consumer animosity: the mitigating effect of perceived brand globalness", International Marketing Review, Vol. 40 No. 2, pp. 365-384. https://doi.org/10.1108/IMR-08-2022-0186