Developing and Validating AFFINITY: A New Scale to Measure Consumer Affinity toward Foreign Countries

Wongtada, Nittaya; Rice, Gillian; Bandyopadhyay, Subir

doi:10.1080/08961530.2012.682037

Cited by 34 publications

(87 citation statements)

References 21 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…The positive effect of affinity on purchase intention is consistent with the literature (Baillargeon, 2004), and the negative effect of ethnocentrism on purchase intention is consistent with the literature (Klein et al, 1998). Wongtada et al (2012) argue that consumer affinity is more influential in product judgment when compared to consumer animosity. Thus, the most important point to highlight in this research is that consumer affinity has stronger explanatory value than animosity in understating consumers' behavioral intention towards foreign products.…”

Section: Discussionsupporting

confidence: 86%

“…The first group measures animosity, ethnocentrism, affinity, brand image, and the purchasing behavior of foreign-made products, while the second group reports descriptive and demographic characteristics. The scales used in this study are as follows: affinity (Wongtada et al, 2012), animosity (Chan et al, 2010), ethnocentrism (Shimp and Sharma, 1987;Nijssen and Douglas, 2004), brand image (Low and Lamb, 2000), the purchase intention of foreign products (Abzari et al, 2014), and the lack of CONSUMERS' EMOTIONAL BONDS WITH FOREIGN BRANDS: ANIMOSITY, AFFINITY, AND ETHNOCENTRISM alternatives (Nijssen and Douglas, 2004). The data were analyzed using SPSS 20.0 and AMOS20 statistics software.…”

Section: Sampling and Data Collectionmentioning

confidence: 99%

See 1 more Smart Citation

Consumers’ Emotional Bonds with Foreign Brands: Animosity, Affinity, and Ethnocentrism

Aydın¹,

Ünal²

2020

BU Journal

View full text Add to dashboard Cite

Emotions are recognized to be an important factor in the consumer decision-making process. Generally, consumers' motives are not utilitarian but are driven by hedonic benefit expectations. Especially in international markets, negative emotions about foreign countries (i.e. a product's country of origin) might be just as determinative of consumers' decisions. Negative bias about foreign countries can even prevent consumers from wanting to try their products. But if it is recognized that negative feelings about foreign countries are important identifiers of international consumer behavior, recently it has been claimed that positive feelings have a strong or even stronger effect on international consumer behavior. This study therefore aims to investigate the role of negative and positive feelings on international consumer decisions. It examines the influence of consumers' affinity, animosity, and ethnocentrism on foreign product purchase intention, alongside the moderating effect of the lack of alternative domestic products and the mediating effect of the brand image. Data were collected from Turkish consumers who have U.S. branded computers. Findings showed that affinity, ethnocentrism, and brand image affect foreign brand purchasing intention. Moreover, brand image has a mediating role in the relationship between affinity and purchase intention and the lack of alternative domestic products has a moderating role in the relationship between affinity and purchase intention.

show abstract

Section: Discussionsupporting

confidence: 86%

Section: Sampling and Data Collectionmentioning

confidence: 99%

Consumers’ Emotional Bonds with Foreign Brands: Animosity, Affinity, and Ethnocentrism

Aydın¹,

Ünal²

2020

BU Journal

View full text Add to dashboard Cite

show abstract

“…Data were collected through a survey questionnaire adopted from previous studies by Ang and Inkpen (), Wongtada, Rice, and Bandyopadhyay (), and Morgan and Hunt (). Each variable is made up of a number of items (manifest variables) that took the form of statements about managerial values, perceptions, and actions in the context of foreign entry mode.…”

Section: Methodsmentioning

confidence: 99%

“…These items utilize a five‐point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). When building each construct, we adapted the items used in previous literature and surveys to our context (Ang & Inkpen, ; Morgan & Hunt, ; Wongtada et al, ). We tested the reliability and internal consistency of each construct using Cronbach's alpha test (Cronbach, ).…”

Section: Methodsmentioning

confidence: 99%

The impact of manager's animosity and ethnocentrism on multinational enterprise (MNE) international entry‐mode decision

Benmamoun

Kalliny

Chun

et al. 2018

Thunderbird Intl Bus Rev

View full text Add to dashboard Cite

For MNEs, entry-mode decision is undeniably critical. While the literature has identified several determinants of foreign entry-mode choice, few have examined the impact of manager's animosity and ethnocentrism. This article is an attempt to fill this gap by examining the independent effect of manager animosity and ethnocentrism as well as the moderating effect of cultural intelligence on entry mode. Data were collected through surveys targeting upper-level managers in the U.S., U.K., and Germany to examine how animosity and ethnocentrism would shape their decision to enter Iran, a host market largely perceived negatively in the West. Multivariate multiple regression was used to test the hypothesized effects and to capture the multidimensional aspect of entry modes. We found that, in general, manager's animosity and ethnocentrism do negatively affect the choice of an entry mode and that cultural intelligence has the potential to neutralize that negative effect.

show abstract

“…Conversely, products made in developing countries typically suffer from a negative COO effect (Ettenson & Klein, ). The extant literature on COO effects clearly shows an influence of COO on product evaluation (see Bandyopadhyay & Banerjee, ; Bandyopadhyay, Wongtoda, & Rice, ; Wongtoda, Rice, & Bandyopadhyay, ). This influence is stronger in single‐cue studies as compared to multiple‐cue studies.…”

Section: Introductionmentioning

confidence: 99%

Investigating Quality Perceptions of International Services by Chinese Consumers

Bandyopadhyay

2015

Thunderbird International Business Review

View full text Add to dashboard Cite

Consumers are known to use the country-of-origin (COO) of a product to infer the quality of products. Products of technologically advanced countries such as the US and Germany are known to enjoy positive country-of-origin effects. Conversely, products made in the developing countries typically suffer from negative COO effect. While this influence of COO is widely recognized for products, the same cannot be said about services. Only a handful of studies have empirically investigated the relationship between COO and perceived service quality. Additionally, most of these studies in this research paradigm, are undertaken in developed markets; hence their findings cannot be extrapolated to the newly industrialized countries (NIC) that offer tremendous market potential for global services. It has, therefore, become imperative for multinational companies to understand if and how consumers in the major NICs use COO and other cues to infer service quality. This insight is critical in developing effective pricing and promotion strategies for these markets.Using data collected from consumers in Beijing in the Peoples Republic of China, we demonstrate significant COO effect on two service categories: hotels and restaurants. We also highlight how these research findings will help managerial decisions about pricing and promotion.

show abstract

Developing and Validating AFFINITY: A New Scale to Measure Consumer Affinity toward Foreign Countries

Cited by 34 publications

References 21 publications

Consumers’ Emotional Bonds with Foreign Brands: Animosity, Affinity, and Ethnocentrism

Consumers’ Emotional Bonds with Foreign Brands: Animosity, Affinity, and Ethnocentrism

The impact of manager's animosity and ethnocentrism on multinational enterprise (MNE) international entry‐mode decision

Investigating Quality Perceptions of International Services by Chinese Consumers

Contact Info

Product

Resources

About