How International Political Conflict Hurts Country Image and further Influences Consumers’ Purchase Intention

Kang, Mary; Kim, Sarah

doi:10.5539/ibr.v11n2p95

Cited by 4 publications

(1 citation statement)

References 30 publications

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“…In Asia, where there are several political tensions, South Korea's deployment of a US missile defense system has created tensions with China that resulted in a decline in Chinese consumers' purchase intention for Korean products. This, in turn, affected the business of Korean companies' (Kang et al ., 2018). Many studies have been conducted on the consumer response to the China‐Japan relationship because of the sharp decline in the market share of Japanese brands in the Chinese market after Chinese consumers boycotted their products in response to a territorial dispute in 2012 that caused anti‐Japanese sentiment in China (Barwick et al ., 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq

Ali

2021

Journal of Consumer Affairs

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This study aims to investigate the impact of Turkish–Kurdish political relations on Kurdish consumers' behavior toward Turkish products. The following variables were included as predictors: consumer animosity, boycott participation, boycott motivation, and product judgment. An online survey was conducted to collect the data; it attracted 1,100 participants. Seven hypotheses were tested using descriptive statistics, correlation coefficients, and structural equation modeling. The study findings show that consumer animosity has a significant impact on boycott participation, motivation, and product judgment. Purchase readiness is significantly affected by product judgment and boycott participation. Purchase aversion is significantly impacted by boycott participation and boycott motivation. This study gives insight into a conflict that has not been previously covered; to the best of our knowledge, it is the first to examine the consumers' perspective on the on the Turkish–Kurdish conflict.

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Section: Literature Reviewmentioning

confidence: 99%

Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq

Ali

2021

Journal of Consumer Affairs

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ESG as a nonmarket strategy to cope with geopolitical tension: Empirical evidence from multinationals' ESG performance

Kim,

Kwak,

Park

2024

Strategic Management Journal

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Research SummaryAlthough rising geopolitical tension is critically affecting multinational enterprises (MNEs), our understanding of geopolitics and its effects on corporate strategy is surprisingly limited. This study sheds light on this underexplored topic by examining the environmental, social, and governance (ESG) strategy of foreign MNEs amid tension between their home and host countries. We argue that the media plays a critical role in shaping host‐country public perceptions of such tension. As media‐reported tension increases, foreign MNEs enhance their subsidiaries' ESG performance to alleviate potential institutional pressure from the host‐country public. We further show that historical conflicts positively moderate this relationship, whereas ongoing conflicts serve as a scope condition that diminishes this relationship. This manifests that MNEs attempt to maximize ESG's insurance‐like benefits in coping with geopolitics.Managerial SummaryRising geopolitical tension leading to a less stable global business environment highlights the growing importance of geopolitics and strategic responses of firms. This study explores how host‐country media coverage of geopolitical tension affects foreign MNEs. If host‐country news media reports more tense interactions between MNE's home and host countries, the MNE ex ante is likely to experience heightened pressure from the host‐country public. Thus, we argue and show that MNEs subject to pressure from the host‐country public intensify their ESG efforts to enjoy the insurance‐like benefits of ESG's prosocial initiatives. Our study also shows that both past and ongoing conflicts between home and host countries differentially influence MNE's ESG efforts because the anticipated effectiveness of their strategy is heterogeneous.

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A battle for foreign perceptions: Ukraine’s country image in the 2022 war with Russia

Lee

2022

Place Brand Public Dipl

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This paper examines the 2022 War in Ukraine through the conceptual lens of country image within a broader framework of public diplomacy, soft power, and nation branding. It applies integrative and longitudinal perspectives to examine Ukraine’s country image and country image cultivation strategies over a period of three decades from its independence in 1991 to the 2022 Russo-Ukraine War. To understand Ukraine’s country image, or perceptions of Ukraine held by international stakeholders, a case study examined a convergence of multiple sources of evidence and methods. One method focuses on sentiment analysis through Leximancer, a computer-assisted qualitative data analysis software, to evaluate and compare Ukraine’s country image in international news media discourse across three periods of analysis separated by three major events: Ukraine’s independence in 1991, the 2014 Revolution of Dignity, and the 2022 Russo-Ukraine War. The findings suggest that Ukraine’s country image has strengthened over time, and has been effective in delegitimizing the 2022 Russian invasion and securing strong support from the international community.

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How International Political Conflict Hurts Country Image and further Influences Consumers’ Purchase Intention

Cited by 4 publications

References 30 publications

Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq

Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq

ESG as a nonmarket strategy to cope with geopolitical tension: Empirical evidence from multinationals' ESG performance

A battle for foreign perceptions: Ukraine’s country image in the 2022 war with Russia

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