Effects of Chinese Consumers' Ethnocentrism and Animosity on Brand Attitude

Cui, Yu Hua; Choo, Ho Jung

doi:10.5850/jksct.2013.37.7.894

Cited by 4 publications

(3 citation statements)

References 16 publications

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“…score of -9.697. This finding reinforces prior studies [32] [33] even though they are not researching consumer boycott. Attitude is an affective factor that can be easily influenced by cognitive factors or other affective factors [50], such as anger and resentment.…”

Section: Discussionsupporting

confidence: 90%

See 1 more Smart Citation

Marketing Communication and Its Impact on Purchase Willingness and Unwillingness: A Case of a Boycotted Bread Brand

Suhud¹

2020

Proceedings of the 3rd Global Conference on Business, Management, and Entrepreneurship (GCBME 2018)

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The Muslim consumers in Indonesia who involved in several political street protests, boycotted a bread brand as the producer of this bread refused to be associated with their activities. This study aims to examine the impact of animosity on boycott participation, boycott motivation, attitude towards marketing communication, and purchase willingness and unwillingness of this boycotted bread brand. The author chose participants of this current study conveniently, and in total, 266 participants took part consisting of 167 females and 99 males. The data were analysed using exploratory and structural equation model. This study tested eight hypotheses, and all of them were significant. As a result, animosity had a significant effect on boycott motivation, boycott participation intention, and attitude towards marketing communication. Further, attitude towards marketing communication and boycott participation intention had a significant impact on purchase unwillingness and purchase willingness. This study discusses recommendations for practitioners and future research.

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Section: Discussionsupporting

confidence: 90%

“…This scholar finds a significant impact of animosity on product judgment, boycott participation, and boycott motivation. A Chinese study is conducted by [32]. They investigate the impact of ethnocentrism and animosity on attitude towards Chinese, Japanese, and European fashion brands.…”

Section: Attitude Towards Marketing Communicationmentioning

confidence: 99%

Marketing Communication and Its Impact on Purchase Willingness and Unwillingness: A Case of a Boycotted Bread Brand

Suhud¹

2020

Proceedings of the 3rd Global Conference on Business, Management, and Entrepreneurship (GCBME 2018)

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“…In a similar vein, Cui and Choo (2013) found that Chinese consumers' animosity toward Japan results in negative brand sentiments toward Japanese brands. Anger, hostility and unpleasant emotions are produced in Turkish customers by the animosity, which leads to a negative brand attitude toward multinational brands (Barutçu et al, 2016).…”

Section: Consumer Animosity and Brand Attitudementioning

confidence: 84%

Critical perspective on consumer animosity amid Russia-Ukraine war

Akhtar,

Khan,

Siddiqi

et al. 2023

CPOIB

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Purpose Consumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of consumer animosity in developing brand attitude and its ensuing outcomes – brand boycott behavior and brand-country image – the moderating role of perceived intrusiveness on the relationship between consumer animosity and brand attitude and the moderating role of altruism between brand attitude and behavioral outcomes. Design/methodology/approach Using the data obtained from 411 European consumers, data analysis was performed using structural equation modeling to examine the proposed relationships. Findings The findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Furthermore, the authors validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand-country image. Research limitations/implications This study offers theoretical, practical and policy implications in international marketing domain. The authors acknowledged a few shortcomings and made some recommendations for future research. Originality/value In the context of the Russian–Ukraine war, this study creates a novel conceptual framework based on consumer animosity. In the current scenario, provide critical perspective on how European customers’ animosity to Russian brands develops their adverse attitudes. This study also highlighted the alternatives to Russian brands when they were boycotted during the Russia–Ukraine war.

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The Effect of Vietnamese Mothers' Perception of the Korean Wave on Purchase Intention of Korean Brand Children's Wear

Hong

Son²

2014

Journal of the Korean Society of Clothing and Textiles

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This study explored the product attributes Vietnamese mothers consider for the purchase of children's wear, the differences of product attributes between groups with different levels of conspicuous consumption, and the extent to which the Korean wave affects the purchasing behavior of children's wear brands. The results are as follows. First, the product attribute that Vietnamese mothers consider most when purchasing children's clothes is the comfort in physical activities. Fabric type and quality, sizing and fit, durability, color, child suitability, design, cutting and construction, price, fashionability, and maintenance and laundering are the other attributes (respectively) that influence the purchase of children's wear. Second, the high conspicuous consumption group considers brand, maintenance and laundering, durability, the reactions of others, and fashionability significantly more than the low conspicuous consumption group. Third, the purchase intention of Korean children's wear brands is affected by the perception of the Korean wave than the influence of the reference group or the tendency of conspicuous consumption. The results show that low prices and practicality were important considerations for children's clothing purchases by Vietnamese mothers; however, brand name and fashionability were more powerful predictors for the high conspicuous consumption group. Those with a high perception of the Korean wave also had a higher intention of Korean children's wear brand, which is indicative of the halo effect of the Korean wave. Thus, Korean children's wear brands that plan to enter the Vietnamese market should make active use of the Korean wave.

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Effects of Chinese Consumers' Ethnocentrism and Animosity on Brand Attitude

Cited by 4 publications

References 16 publications

Marketing Communication and Its Impact on Purchase Willingness and Unwillingness: A Case of a Boycotted Bread Brand

Marketing Communication and Its Impact on Purchase Willingness and Unwillingness: A Case of a Boycotted Bread Brand

Critical perspective on consumer animosity amid Russia-Ukraine war

The Effect of Vietnamese Mothers' Perception of the Korean Wave on Purchase Intention of Korean Brand Children's Wear

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