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AuthorPark, Jeongsoo
AuthorZourrig, Haithem
AuthorEl Hedhli, Kamel
Available date2023-04-30T08:20:19Z
Publication Date2021-09-01
Publication NameReview of Marketing Science
Identifierhttp://dx.doi.org/10.1515/roms-2020-0084
CitationPark, J., Zourrig, H., Hedhli, K. (2021). The Effects of Country-Image and Animosity on Asian- Consumers Responses to Foreign Brands. Review of Marketing Science.
URIhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85114417807&origin=inward
URIhttp://hdl.handle.net/10576/42153
AbstractThis study investigates the effects of country image and animosity on brand quality evaluation and purchasing intention among Asian consumers. Data was collected from Chinese (n = 540) and South Korean (n = 360) consumers. Two brands Sony and Dell, originating from countries-target of animosity, respectively Japan and the US, were designated as foreign brands. The model was empirically tested with structural equation modeling. The results highlight the key role of the country image-brand quality association to leverage the purchase intention, in a context of animosity. Although the country image of both US and Japan is negatively affected by Chinese and South Korean animosities, it would still impact positively the evaluation of the quality of their respective brands, which would, in turn, increase the purchase intention. In particular, the results show that Japan's country image would have an indirect (i.e. through the brand quality path) and direct effects on the purchase intention, however, "the US country image has only an indirect effect on the purchase intention". Herein, Chinese and South Korean consumers would not buy US brands per se unless the country's image relates to the argument of brand quality.
Languageen
Subjectbrand quality
consumer animosity
country image
purchase intention
TitleThe Effects of Country-Image and Animosity on Asian Consumers' Responses to Foreign Brands
TypeArticle
Issue Number1
Volume Number19
dc.accessType Open Access


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