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This study develops and tests a theoretical research model delineating the relationships between consumers' patriotism and their response to patriotic advertising and the advertised brand, and examines if the research model has the same pattern across different sporting events. Structural Equation Modeling is employed to test the model by using data collected from three different sporting event contexts. The results provide empirical evidence of the positive influence of consumers' patriotism on attitudes towards patriotic advertising and brands in sporting event contexts. A direct effect of patriotism on sports event involvement is found in international mega-sporting events but not in a domestic (or national) sporting event.

This study aims to investigate how the social identity theory and emotional attachment theory influence the willingness of consumers to buy foreign cosmetic products. Specifically, this study examines the relationship between consumer ethnocentrism, foreign product judgment and willingness to buy foreign products. Furthermore, the interaction effect of consumer affinity and patriotism are tested in the model.

An online survey of 208 millennial Muslim women consumers was used to collect the data. The structural equation modeling test was used to assess the six hypotheses. Moreover, the two-step estimation approach was used to test the interaction moderation of consumer affinity and patriotism.

The results indicate that consumer ethnocentrism has a positive and significant relationship with foreign product judgment. Foreign product judgment was also found to have a positive and significant relationship with willingness to buy. In addition, this study concludes that affinity was found to moderate the relationship between consumer ethnocentrism and foreign product judgment and strengthen the positive and significant effect of foreign product judgment on the willingness to buy. Finally, patriotism did not moderate the relationship between consumer ethnocentrism and foreign product judgment. However, patriotism moderated the relationship between foreign product judgment and willingness to buy.

This study only focused on one category (i.e. low involvement product), and the authors recommend future studies to examine a high involvement product. Other individual orientation constructs, such as xenocentrism, need to be examined in future studies. Moreover, only intentional measures were investigated. Thus, further research could correlate intentional measures with product ownership. Finally, future research could examine how consumers behave differently across nations. Thus, the present model would require cross-cultural research.

Marketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the antecedents of consumers’ willingness to buy in the foreign cosmetic products setting. Additionally, foreign cosmetic marketers could focus on consumer affinity to strengthen the communication with and arouse the affinity of Muslim millennials women consumers in Indonesia. Finally, marketers can incorporate messages and signals of patriotism in their marketing communications to increase Muslim millennial women consumers’ love and pride.

The growing obsession with beauty among women has led to the immense growth of the cosmetics industry. This phenomenon has spawned an abundance of cosmetic products on the market. The advancement of information technology has further increased competition for cosmetic products as more products can be quickly brought to market. Muslim millennials consumers must be aware and careful about raw materials, impacts on long-term health, impacts on the national economy, environmental impacts and halal certification when using various kinds of cosmetics.

This study contributes to the literature on international marketing research by incorporating the interactive effect of consumer affinity and patriotism in the acceptance of foreign cosmetic products.

Using trade tensions as a background scenario, the study aims to investigate the dynamics of coexistence between cosmopolitan trends and the patriotic moods of luxury consumers, and how these feelings interact with both economic animosity and intention to buy luxury products originated in the hostile country.

The analytical framework was tested through an empirical survey carried out on Russian and Chinese consumers. In total, 766 questionnaires were collected and were analysed using structural equation modelling method.

Results confirm that patriotic sentiments and economic-based feelings are negatively associated with intentions to buy luxury products that originated in the hostile area. Furthermore, results show that cosmopolitanism positively influences intention to buy. However, the positive effect of patriotism on economic animosity combined with its indirect effect on the intention to buy may reduce the strength of luxury products.

The study has practical implications since it identifies strategic suggestions for luxury companies' managers. More specifically, they have to be aware of the patriotic trends affecting Russian and Chinese consumers and should actively seek to leverage local partners' knowledge in order to better connect with customers' expectations.

The study contributes to a better understanding of the influence exerted by cosmopolitan orientation and patriotic feelings on luxury goods purchase intentions. The study also examines cosmopolitanism and patriotism as antecedents of animosity, which have not been extensively researched in the past with respect to the luxury sector.

The purpose of this paper is to examine the country‐of‐origin (COO) effect and consumer patriotism on young generation's attitude toward American products with multi‐attributes: across different cultures and different product categories.

A 2 × 2 research design (Taiwan/Indonesia)×(high‐tech products and non‐high‐tech products) and LISREL technique are employed to examine the effects.

The results of the study find that both Taiwanese and Indonesian cases show that country‐of‐origin (COO) has a significantly positive effect on the attitude toward American‐made products. Moreover, Indonesian respondents who demonstrate higher patriotism show negative attitudes toward American products. The effects of COO on purchase intentions are product‐specific and consumer consuming‐specific. Stronger product attitude exists for Taiwan's sample than for Indonesia's, primarily due to higher cultural identification with America.

The “Made in USA” slogan could be used to promote American products to people from younger generations. COO may have a different effect on consumer purchase intention between high‐tech and non‐high‐tech products and between different consuming countries. Marketers using the “Made in USA” slogan as a promotion tool should show special concern for the product category as well as for cultural identification factors.

The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives to follow one-day cricket.

The data are collected by means of a cross-sectional survey conducted among 609 university students enroled in Pakistani and Sri Lankan universities. The collected data are analysed by employing a structural equation modelling procedures to reach meaningful conclusions.

The variables of patriotism, nostalgic associations, excitement and drama of the game, and interest in star players are found to positively relate to the fans’ intentions to follow one-day cricket in near future. However, the moderating effects of social influence only moderated with interest in star players, which has practical and theoretical implications.

The study is an original contribution to the field of sports marketing. The proposed relationships are based on social identity theory paradigm. Furthermore, the moderating effects of social influence and a multi-country data are unique to this study. Finally, in previous studies, football fans’ motivation and test-match cricket fans’ motivations are studied, hence one-day cricket as a context is also unique to this study.

This study aims to examine consumers’ patriotism, attitudes toward veterans and attitudes and behaviors toward businesses that honor veterans. The goal is to determine if consumers are more or less likely to support businesses that offer veterans preferential treatment.

The conceptual model proposed is tested using an online survey with a nationwide sample. Data are analyzed using partial least squares structural equations modeling.

Results indicate that consumer attitudes toward businesses that honor veterans fully mediate the impact of consumer attitudes toward veterans on behavioral intentions. This suggests that veterans’ discounts or preferential treatments are viewed as a viable means by which consumers can show their support for veterans. Further, results reveal that patriotism has a direct effect on consumers’ behavioral intentions toward businesses that honor veterans.

Businesses routinely offer discounts targeted to specific consumers, such as the elderly and children. These results show that providing discounts to veterans can offer multiple benefits to businesses as well. Positive attitudes toward businesses that honor veterans can lead to positive behavioral intentions from consumers who seek to support veterans.

Despite the existence of businesses honoring veterans by providing discounts or preferential treatment, to the best of the authors’ knowledge, little to no research has investigated the impact that these discounts provide to businesses.

Despite today’s globalised business world, there is a dearth of knowledge on the influence of consumer ethnocentrism on the purchasing behaviour of consumers in developing countries. The purpose of this paper is to investigate consumer ethnocentrism, its antecedents and consequences in a developing country (South Africa) and makes recommendations to firms wishing to do business in South Africa.

The study was conducted among a national sample of South African respondents using a structured questionnaire. The study is unique in that two samples were used, a sample of white and a sample of black respondents. By using two ethnically diverse samples, it was possible to investigate whether there are similarities and/or differences in terms of consumer ethnocentrism, its antecedents and consequences among two major ethnic groups in South Africa.

The findings suggest that the antecedents of cultural openness, patriotism, individualism and a history of oppression influence consumer ethnocentrism among both black and white South Africans. It was further established that the antecedent nationalism exerts an influence on consumer ethnocentrism among white South African consumers, but not among black South African consumers.

The results of the study are of value for South African firms as well as those further afield, when developing marketing strategies for the diverse consumer market in South Africa.

This study adds to the existing body of knowledge on consumer ethnocentrism in an emerging market, and more specifically, among different ethnic groups in the same country.

The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims to fill the gap by examining whether and how a positive corporate image helps a domestic brand establish a patriotic brand image and in turn enhances consumers' purchase intentions in relation to domestic brand products.

A research model identifying the antecedents of patriotic brand image (the components of corporate image) is proposed and empirically tested using structural equations with a questionnaire investigating Taiwanese college students' attitudes toward Taiwanese smartphone brands. Three competing models are also proposed and tested to confirm the appropriateness of the research model.

In addition to the widely recognized impact of perceived quality on purchase intentions, patriotic brand image is found to be effective in enhancing local consumers' intentions to purchase domestic brand products. To shape a patriotic brand image, perceived quality, perceived corporate ability and perceived corporate integrity are the direct approaches, while perceived corporate social responsibility works through perceived corporate integrity, and perceived employer brand enhances only perceived corporate social responsibility.

Potential sampling (college students) and subject (smartphones) biases may limit the generalizability of the presented findings

While patriotic appeals have long been used in marketing communication, they are also likely to precipitate negative brand associations (e.g. nationalism), offending consumers in other countries. By contrast, the development of a positive corporate image serves as an implicit and neutral approach to building a patriotic brand image and can help domestic brands attract local consumers with less harm to foreign markets.

This study is one of notably few studies discussing patriotic brand image and its impacts on purchase intentions. This study also identifies the antecedents of patriotic brand image and how each of them affects patriotic brand image. The findings can help guide domestic brands in building a patriotic brand image.

This paper examines consumer motivations for shopping abroad and explores the role of demographic versus socio‐psychological factors in explaining the phenomenon of cross‐border shopping.

Empirical data were collected via personal interviews from adult consumers living in Croatia and Serbia and Montenegro. The research instrument consisted of construct measures adapted from previous studies and open‐ended questions related to demographics and consumer motives for cross‐border shopping trips.

A discriminant analysis of cross‐border out‐shoppers and domestic in‐shoppers in the two countries confirmed the unstable effect of demographic variables on out‐shopping behaviour and established the significant role of economic patriotism in consumer decision making. Differences in the results across the two countries indicate that a contextual approach should be adopted in international out‐shopping studies.

Countries with high level of out‐shopping activity are potentially attractive targets for international retailers and marketers. Our out‐shopper profiles suggest that market opportunities exist for international discount retailers in Croatia and for upscale retailers in Serbia.

Unlike most research focusing on the out‐shopping phenomenon, the distinguishing feature of the study is that it examines socio‐psychological and demographic rather than macro‐economic variables as determinants of cross‐border shopping. In particular, the role of economic patriotism has rarely been investigated in this context.