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Article

Pilar Fernández-Ferrín, Belén Bande-Vilela, Jill Gabrielle Klein and M. Luisa del Río-Araújo

Consumer ethnocentrism and consumer animosity provide marketing management with two useful concepts to understand the reasons behind consumers’ purchase decisions…

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.

Details

International Journal of Emerging Markets, vol. 10 no. 1
Type: Research Article
ISSN: 1746-8809

Keywords

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Article

Richard Ettenson and Jill Gabrielle Klein

The frequency and sophistication of consumer boycotts continue to increase from already high levels. Surprisingly, only limited research in marketing has investigated this…

Abstract

Purpose

The frequency and sophistication of consumer boycotts continue to increase from already high levels. Surprisingly, only limited research in marketing has investigated this topic. The purpose of this paper is to provide a strategic analysis of an actual consumer protest with implications for better managerial decisions.

Design/methodology/approach

The animosity model of consumer purchase behavior was employed in two longitudinal studies to investigate an ongoing marketplace protest – Australian consumers' boycott of French products. Study 1 was carried out while France was engaged in nuclear testing in the South Pacific. Study 2 was carried out 1 year after the resolution of the conflict.

Findings

Results from Study 1 show that Australian consumers' animosity toward France was negatively related to their willingness to purchase French products. Consistent with a key prediction from the animosity model, this effect was independent of evaluations of French product quality. The findings from Study 2 show that, a year after the cessation of nuclear testing, Australian consumers continue to have strong negative affect toward France, which in turn, had negative marketplace consequences for French products.

Originality/value

While the results from Study 1 show that consumer anger over nuclear testing did not necessarily lead to the denigration of the quality of French goods, the second study indicates that, beyond the duration of the official protest, there may be repercussions for products associated with the offending party. Accordingly, managers should consider implementing communications programs which, over time, effectively reinforce the quality of their products in the minds of protesting consumers.

Details

International Marketing Review, vol. 22 no. 2
Type: Research Article
ISSN: 0265-1335

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Article

Jill Gabrielle Klein, Richard Ettenson and Balaji C. Krishnan

This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products.

Abstract

Purpose

This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products.

Design/methodology/approach

The study evaluates the psychometric properties of the consumer ethnocentrism scale (CETSCALE) in the transition economies of China and Russia using both student and non‐student samples. A valid and reliable six‐item version of the CETSCALE is developed based on these samples. The refined six‐item scale is then validated through a re‐analysis of Netemeyer et al.'s data collected in four developed countries.

Findings

Findings show that the scale can be used effectively in these transitional economies. A consistent pattern of support is found for the six‐item CETSCALE across eight samples from six countries.

Originality/value

The research provides practicing marketers as well as international researchers with a parsimonious six‐item CETSCALE that can be used in both developed and transition economies.

Details

International Marketing Review, vol. 23 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

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Article

Yujie Wei

This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as…

Abstract

This paper studies how Chinese consumers respond to foreign goods in the post‐WTO era. Specifically, it examines brand sensitivity as a mediator and product cues as moderator of purchase intention. Additionally, it examines consumer preferences for different products and consumption plans for the subsequent five years. The survey sample is drawn from a population of foreign product users from 34 cities in 18 provinces in China. Results provide evidence that brand sensitivity mediates the relationship between consumer ethnocentrism and purchase intention; product cues moderate the effect of ethnocentrism on purchase intention. As the first study to link consumer ethnocentrism directly to brand sensitivity and purchase intention, this research provides some managerial implications. Global marketers can offset the negative effect of ethnocentrism by emphasizing brand image of its products, taking advantage of specific product cues, or by providing more comprehensive after‐sale service to reduce the perceived risk of purchasing imports. Also, price is still a hurdle that prevents Chinese consumers from mass consumption of foreign products. Global firms should not overestimate the purchasing power of Chinese consumers. This study represents a “snapshot” of Chinese consumers’ decision making at a time when their economic system is undergoing rapid change.

Details

Journal of Asia Business Studies, vol. 3 no. 1
Type: Research Article
ISSN: 1558-7894

Keywords

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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-728-5

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Article

Naveed Iqbal Chaudhry, Sajawal ali Mughal, Javed Iqbal Chaudhry and Usman Tariq Bhatti

This study aims to check the impact of consumer ethnocentrism (CE) and animosity on brand image (BI) and brand loyalty (BL) of Indian made cosmetic products in Pakistan…

Abstract

Purpose

This study aims to check the impact of consumer ethnocentrism (CE) and animosity on brand image (BI) and brand loyalty (BL) of Indian made cosmetic products in Pakistan and to check the mediation role of product judgment (PJ) related to Indian made cosmetic products in this relationship.

Design/methodology/approach

In this study, the researcher used quantitative techniques to collect data. Online survey strategy was used for data collection and the technique of purposive sampling was used to select 280 consumers as respondents of said study. SPSS-20 and AMOS-21 were used for data analysis and to test the hypotheses of the study.

Findings

The results indicate that there is a positive relationship between CE and BL that is the novel result of this study because past studies proved negative relation in CE and BL and there is no direct relationship between CE and BI. The results also indicate that consumer animosity (CA) has a negative impact on BI and BL of Indian made cosmetic products in Pakistan. The results of mediation indicate that PJ is playing partial mediation in this relation.

Originality/value

This study is for the first time that is conducted in the context of India and Pakistan. Similarly, PJ is tested as a mediator for the first time in the relationship between CE and CA and BI and BL. This study would be beneficial for foreign brands generally and for Indian cosmetic brands specifically. In addition, it may provide help to business students and scholars to further understand and explore these variables in the context of developing countries.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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