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The purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic groups in Malaysia.

The relationship between the constructs were analyzed using the co-variance-based structural equation modeling techniques with analysis of a moment structures version 21. Self-administered questionnaires were obtained from 325 Malay respondents in 2 Malaysian cities.

The results suggest that ethnic-based consumer ethnocentrism can negatively affect product judgment and product judgment can affect consumers’ willingness to buy. Two significant findings were rejected as the directions of the results were not as hypothesized.

Future research could study other ethnic groups of different countries using specific ethnic related products and/or brands.

This research suggests that ethnic-based ethnocentrism and ethnic-based animosity are important factors for businesses to consider as both can affect ethnic consumers’ purchasing behavior. Depending on ethnic consumers’ perception toward a brand, a manager may face either an opportunity or a challenge.

Internationalization, entrepreneurship, franchising, international marketing.

First year undergraduate students of Management courses.

This case is about a newly established fast food company that expands very rapidly in Malaysia. Growing from merely a single pushcart, the company has evolved into one of the most successful purely-local food franchise businesses with almost 100 franchises throughout the country and abroad. The company keeps on looking at bigger expansion plans abroad and eyeing the Middle Eastern markets.

After carrying out this exercise, students are expected to be able: to understand how a new business start up grows; to provide a simple illustration on how internationalization of small firms can took place; to analyze the various factors of considerations prior to internationalization; to identify the basic issues of international franchising and how the system works.

Teaching note.

This case study can be used for courses under marketing management, international marketing or public relations.

This case study may be suitable for courses which discuss decision-making and/or executive actions and execution, at both undergraduate and graduate levels. It could also be used in graduate classes as some open-ended questions are also included to illicit critical thoughts and fresh ideas.

Companies can be boycotted for many reasons; for example, a company may be associated with or engage in egregious acts which trigger a consumer boycott. However, it is unusual for racial and political elements to form the basis of a consumer boycott. This paper describes how a current leader in the packaged bread market, Gardenia Bakeries Sdn Bhd (GBKL), responded to one such online campaign. This case study highlights the importance of effective communications and marketing strategies for responding to sensitive issues involving racism and politics.

Students are introduced to the concept of consumer boycotts and how this may affect a business. Students are exposed to the development of appropriate public relation strategies and explore creative methods to combat bad publicity and/or a smear campaign. Students can learn to appreciate the sensitivity of allegations of racism in a multi-ethnic country and understand how multi-ethnic consumers respond to these types of issues. Students are exposed to the effects of political and socio-demographic influences on purchase behavior in a particular market or country. Students may explore the effects of consumer activism on a company's brand image.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Franchise, strategic management, food and beverages, Malaysia.

First year undergraduate students of management courses.

This case study explores the strategies employed by franchisor Gloria Jean's Coffees (GJC) in reestablishing its market presence in the Malaysian coffee market. GJC recently underwent an exchange of ownership. Under the new leadership, the company decided to appoint a new strategic master franchisee in Malaysia to see a section of its expansion plan in the ASEAN region reestablished. The selection of a suitable and well-connected master franchisee is very important for reestablishing presence and brand name development. The deteriorating position of GJC's brand name in Malaysia prior to the appointment of a new master franchisee created a unique situation requiring an in-depth evaluation and examination of unseen but highly related critical factors. In-depth and “behind-the-scene” examination on efforts made through the implementation of business and marketing strategies to reestablish its brand and presence in Malaysia; given demanding market challenges and intense competitions.

After carrying out this exercise, students are expected to be able to: understand how business start up grows in foreign markets; identify the basic issues of international franchising and how the system works; analyze the various factors of considerations prior to internationalization; and evaluate strategies undertaken by company in establishing its market in foreign countries.

Teaching note.

Consumer racism describes the act of purchase discrimination based on ethnic and/or cultural differences. As the original consumer racism scale was developed based on a western context and environment, most of its items may be unsuitable for use in certain non-western countries. The purpose of this paper is to modify the existing consumer racism scale to include the elements of inter-ethnic relationships, historical occurrences and political situations, which are crucial in shaping and influencing racism in a multi-religion and multi-racial context.

After generating new items and retaining or removing others for a modified consumer racism scale, exploratory factor analysis (EFA) is performed based on 145 respondents followed by confirmatory factor analysis (CFA) based on 176 respondents. The modified scale, including two other related constructs (consumer ethnocentrism and consumer animosity), is then tested through structural equation modeling (SEM) using WarpPLS 5.0 and data from 495 respondents.

EFA and CFA results suggest that the modified eight-item consumer racism scale is applicable in a multi-ethnic scenario. However, SEM findings contradict previous studies; thus, discussion of the possible effects of consumer racism is based on two different approaches.

Future research could be expanded into other ethnic groups and countries, and/or to different products, categories and brands.

The main contributions of this study are the validation of the modified measurement scale and demonstration of its applicability in a multi-ethnic scenario. The study is based on data from a multi-ethnic, multi-religion and multi-cultural country: Malaysia.

This paper aims to examine non-Muslim consumers’ willingness and motivation to boycott American-based companies operating in Malaysia, where Islam is prominent. The underlying base used in this study is an on-going boycott spurred by the Palestinian/Israel conflict in the Middle East.

Two products were selected based on their market presence: consumer familiarity and product affordability. A total of 340 completed questionnaires were obtained from non-Muslim university students and validated by partial least squares approach.

Three factors were found to be significant in predicting willingness to boycott, which were self-enhancement, perceived egregious behavior and country image.

This paper addresses boycott motivations from the context of Malaysian non-Muslims quantitatively, based on an issue strongly related to Muslims. The results may have some implications on multinational firms, non-government organizations, policymakers as well as consumers.

The purpose of this study is to examine the willingness to boycott among Malaysian consumers towards the surrogate products associated with Israel. The present study was based on the previous and an ongoing war and conflict in the Middle East.

Several surrogate products associated with Israel were selected. A total of 468 respondents from various backgrounds participated in this study. Analysis was performed using multiple regression analysis (MRA).

Results showed that three factors were significant in predicting the willingness to boycott. They were animosity, subjective norms and product judgments. Anticipated emotions (both positive and negative emotions) were found to be insignificant in predicting the willingness to boycott the surrogate products.

The present study addresses the boycott intention in Malaysia where multi-races and multi-religions exist, in the context of the ongoing war and oppression by Israeli government toward the Palestinians. The results have some implications to multinational firms, especially those perceived to have direct links with the aggressors.

The purpose of this research is to understand the importance of value orientation on conspicuous consumption in the youth market segment in Southeast Asia. In particular, the focus is to understand three different types of value orientation (specifically cultural values, material values and religious values) and its effects on conspicuous consumption behaviour.

An integrative theoretical model is proposed based on Hofstede's cultural dimension, the materialism value scale and religious commitments to predict the relationship for the value orientations of Generation Y's (Gen Y's) conspicuous consumption behaviour. The data was collected from undergraduate students enrolled in general education courses in three universities in Malaysia. Using cross-sectional data, 262 sets of valid questionnaires were used to perform the statistical analysis for the measurement and structural model using partial least squares equation modelling (PLS-SEM) path modelling.

We position our study by raising the pertinent question of “Seriously, Conspicuous Consumption?” to establish a clear understanding of whether Malaysian Gen Y individuals are conspicuous consumers and, if they are, which of the three values matter the most. In order to answer the question of whether Malaysian Gen Y engages in conspicuous consumption, we arrive at an understanding that, given multi-value orientations, conspicuous behaviour can be motivated and impacted by one value orientation and constrained by others. Hence, value orientation offers an insightful explanation of one specific type of consumer behaviour in the context of Asia as an emerging global market. Thus, our study provides two key theoretically significant findings. In general, our findings provide insights into how the multi-value orientations (i.e. cultural, material and religious orientations) contribute to several bodies of literature—namely, conspicuous consumption, international marketing and transcultural marketing. The results revealed that collectivism and materialism were positively and significantly related to conspicuous consumption. Uncertainty avoidance, although significant, had a negative relationship with conspicuous consumption. The other values (masculinity, power distance and religious values) were not significantly related to conspicuous consumption.

Purchasing luxury goods is becoming an emergent phenomenon in Asia, particularly among young consumers. This paper provides marketing managers, particularly brand owners, with practical and realisable examples of how to plan and execute their marketing plans. A more profound understanding of this relationship may also serve to aid marketing managers in devising more focused marketing strategies and thus allocate marketing resources more efficiently. Hence, marketers could develop an effective communication strategy so that the target consumers will be aware of their goods because the purchase of luxury goods is likely to be motivated by social, cultural and personal factors.

This article examines the impact of value orientations on conspicuous consumption behaviour in Malaysian Gen Y consumers. The model proposed in this study is useful in predicting conspicuous consumption among Gen Y. By identifying the factors influencing this emergent type of consumer behaviour, global retailers will be informed about this particular market segmentation in terms of its preferences and desires. The article discusses the research findings and concludes with managerial implications and limitations.

This study aims to examine the role of returning Somali diaspora entrepreneurs on firm performance and their perceived environmental obstacles.

The paper draws on a broad literature review and covers a theoretical background to develop a research framework. It presents several propositions to be empirically tested to determine the influence of returnee entrepreneurs’ success and the challenges they face in the process.

The paper offers an overview of how Somali diaspora returnee entrepreneurs can use their resources to succeed in their business and the possible environmental uncertainties that could hinder them. The study highlights some under-researched areas and provides future research directions.

A research investigation is needed to test the proposed conceptual framework empirically. Further research is also recommended to use other predictors when investigating the perceived environmental uncertainty faced by returnee entrepreneurs.

In the diaspora entrepreneurship literature, returnee entrepreneurs in post-conflict African countries did not get enough attention. Hence, the study will contribute theoretically to the literature.

The paper provides a conceptual framework that will help understand returnee entrepreneurs in post-conflict states in Africa, paving the way for empirical studies on the topic.

The purpose of this paper is to review motivational factors driving migration return by assessing both push and pull factors that influence return intentions. The study aims to expand current literature of migration return, and proposes a conceptual framework.

A systematic literature review was conducted to determine the push–pull factors that influence international return migration. The authors did a comprehensive search of electronic databases using relevant key terms.

The findings highlight motivational factors in detail and classify them into three categories: economic, psychological and situational. Most of the literature concerning motives of migration return discussed economic and psychological as the two major factors, but here other motivational factors are presented, which are named as situational factors in this study.

The paper adopts a systematic literature review method to probe into existing literature, inevitably lacking some empirical studies; thus, the results may not be generalizable. Therefore, future research is suggested to test the proposed propositions.

The paper offers compelling propositions, which could be a useful reference for migrants’ repatriation motives. It will shed light on motivational factors beyond economic and physiological factors.

To the best of the authors’ knowledge, this study is the first to provide a comprehensive review of motivational factors of migration return using push–pull theory and propose beyond psychological and economic factors.