The Effects of Country-Image and Animosity on Asian Consumers’ Responses to Foreign Brands
-
Jeongsoo Park
and
Kamel El Hedhli
Abstract
This 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.
References
Ajami, R. A. 2020. “US-China Trade War: The Spillover Effect.” Journal of Asia-Pacific Business 21 (1): 1–3, https://doi.org/10.1080/10599231.2020.1708227.Search in Google Scholar
Ang, S. H., K. Jung, A. K. Kau, S. M. Leong, C. Pornpitakpan, and S. J. Tan. 2004. “Animosity towards Economic Giants: What the Little Guys Think.” Journal of Consumer Marketing 21 (3): 190–207, https://doi.org/10.1108/07363760410534740.Search in Google Scholar
Barrett, P. 2007. “Structural Equation Modeling: Adjudging Model Fit.” Personality and Individual Differences 42 (5): 815–24, https://doi.org/10.1016/j.paid.2006.09.018.Search in Google Scholar
Batra, R., V. Ramaswamy, D. L. Alden, J. B. E. Steenkamp, and S. Ramachander. 2000. “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries.” Journal of Consumer Psychology 9 (2): 83–95, https://doi.org/10.1207/s15327663jcp0902_3.Search in Google Scholar
Brislin, R. W. 1970. “Back-translation for Cross-Cultural Research.” Journal of Cross-Cultural Psychology 1 (3): 185–216, https://doi.org/10.1177/135910457000100301.Search in Google Scholar
Canon Institute for Global Studies. 2019. FDI Toward China: Japanese Companies Becoming More Aggressive —Japanese Cars Sold Well in the Chinese Market, Which Will Feature Growth Equivalent to More than 16% Growth in the Japanese Market —. https://www.canon-igs.org/en/column/network/20190311_5631.html (accessed May 26, 2019).Search in Google Scholar
Chowdhury, H. K., and J. U. Ahmed. 2009. “An Examination of the Effects of Partitioned Country of Origin on Consumer Product Quality Perceptions.” International Journal of Consumer Studies 33 (4): 496–502, https://doi.org/10.1111/j.1470-6431.2009.00783.x.Search in Google Scholar
Coyle, J. R., and E. Thorson. 2001. “The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites.” Journal of Advertising 30 (3): 65–77, https://doi.org/10.1080/00913367.2001.10673646.Search in Google Scholar
Ettenson, R., and J. G. Klein. 2005. “The Fallout from French Nuclear Testing in the South Pacific: A Longitudinal Study of Consumer Boycotts.” International Marketing Review 22 (2): 199–224, https://doi.org/10.1108/02651330510593278.Search in Google Scholar
Fernández-Ferrín, P., B. Bande-Vilela, J. G. Klein, and M. L. del Río-Araújo. 2015. “Consumer Ethnocentrism and Consumer Animosity: Antecedents and Consequences.” International Journal of Emerging Markets 10 (1): 73–88, https://doi.org/10.1108/ijoem-11-2011-0102.Search in Google Scholar
Fong, J., and S. Burton. 2008. “A Cross-Cultural Comparison of Electronic Word-of-Mouth and Country-of-Origin Effects.” Journal of Business Research 61 (3): 233–42, https://doi.org/10.1016/j.jbusres.2007.06.015.Search in Google Scholar
Genron NPO. 2019a. The 15th Joint Public Opinion Poll Japan-China Public Opinion Survey 2019. Tokyo: Genron NPO Publishing. http://www.genron-npo.net/en/archives/191024.pdf (accessed May 26, 2019).Search in Google Scholar
Genron NPO. 2019b. The 7th Japan-South Korea Joint Public Opinion Poll. Analysis Report on Comparative Data. Tokyo: Genron NPO Publishing. http://www.genron-npo.net/en/7th-Japan-South%20KoreaJointOpinionPoll.pdf (accessed May 26, 2019).Search in Google Scholar
Halkias, G., V. Davvetas, and A. Diamantopoulos. 2016. “The Interplay Between Country Stereotypes and Perceived Brand Globalness/localness as Drivers of Brand Preference.” Journal of Business Research 69 (9): 3621–8, https://doi.org/10.1016/j.jbusres.2016.03.022.Search in Google Scholar
Hong, S. T., and D. K. Kang. 2006. “Country-of-Origin Influences on Product Evaluations: The Impact of Animosity and Perceptions of Industriousness Brutality on Judgments of Typical and Atypical Products.” Journal of Consumer Psychology 16 (3): 232–9, https://doi.org/10.1207/s15327663jcp1603_5.Search in Google Scholar
Hong, S. T., and R. S. WyerJr. 1990. “Determinants of Product Evaluation: Effects of the Time Interval between Knowledge of a Product’s Country of Origin and Information About its Specific Attributes.” Journal of Consumer Research 17 (3): 277–88, https://doi.org/10.1086/208557.Search in Google Scholar
Huang, Y. A., I. Phau, and C. Lin. 2010. “Consumer Animosity, Economic Hardship, and Normative Influence.” European Journal of Marketing 44 (7/8): 909–37, https://doi.org/10.1108/03090561011047463.Search in Google Scholar
Ishii, K. 2009. “Nationalistic Sentiments of Chinese Consumers: The Effects and Determinants of Animosity and Consumer Ethnocentrism.” Journal of International Consumer Marketing 21 (4): 299–308, https://doi.org/10.1080/08961530802282232.Search in Google Scholar
Kang, M., S. Kim, and G. Lee. 2018. “How International Political Conflict Hurts Country Image and Further Influences Consumers’ Purchase Intention.” International Business Research 11 (2): 95–102, https://doi.org/10.5539/ibr.v11n2p95.Search in Google Scholar
Kim, N., E. Chun, and E. Ko. 2017. “Country of Origin Effects on Brand Image, Brand Evaluation, and Purchase Intention.” International Marketing Review 34 (2): 254–71, https://doi.org/10.1108/imr-03-2015-0071.Search in Google Scholar
Klein, J. G. 2002. “Us versus Them, or Us versus Everyone? Delineating Consumer Aversion to Foreign Goods.” Journal of International Business Studies 33 (2): 345–63, https://doi.org/10.1057/palgrave.jibs.8491020.Search in Google Scholar
Klein, J. G., R. Ettenson, and M. D. Morris. 1998. “The Animosity Model of Foreign Product Purchase: An Empirical Test in the People’s Republic of China.” Journal of Marketing 62: 89–100, https://doi.org/10.1177/002224299806200108.Search in Google Scholar
Kumar, A., H. J. Lee, and Y. K. Kim. 2009. “Indian Consumers’ Purchase Intention Toward a United States versus Local Brand.” Journal of Business Research 62 (5): 521–7, https://doi.org/10.1016/j.jbusres.2008.06.018.Search in Google Scholar
Lee, E., S. M. Edwards, S. Youn, and T. Yun. 2018. “Understanding the Moderating Effect of Motivational Values on Young Consumers’ Responses to Luxury Brands: A Cross-Cultural Study of South Korea and the USA.” Journal of Marketing Communications 24 (2): 103–24, https://doi.org/10.1080/13527266.2014.975830.Search in Google Scholar
Leong, S. M., J. A. Cote, S. H. Ang, S. J. Tan, K. Jung, A. K. Kau, and C. Pornpitakpan. 2008. “Understanding Consumer Animosity in an International Crisis: Nature, Antecedents, and Consequences.” Journal of International Business Studies 39 (6): 996–1009, https://doi.org/10.1057/palgrave.jibs.8400392.Search in Google Scholar
Li, F. 2006. “On Toyota’s Misstep in Advertising its Land Cruiser SUV in Beijing.” Journal of International Consumer Marketing 18 (4): 61–77, https://doi.org/10.1300/j046v18n04_04.Search in Google Scholar
Licsandru, T. C., L. T. Szamosi, and N. Papadopoulos. 2013. “The Impact of Country-Of-Origin, Ethnocentrism and Animosity on Product Evaluation: Evidence from Romania.” Management Dynamics in the Knowledge Economy 1 (2): 259.Search in Google Scholar
Lopez, C., and G. Balabanis. 2019. “Country Image Appraisal: More Than Just Ticking Boxes.” Journal of Business Research 72 (6): 726–40.10.1016/j.jbusres.2019.09.004Search in Google Scholar
MacCallum, R. C., M. W. Browne, and H. M. Sugawara. 1996. “Power Analysis and Determination of Sample Size for Covariance Structure Modeling.” Psychological Methods 1 (2): 130, https://doi.org/10.1037/1082-989x.1.2.130.Search in Google Scholar
Martin, I. M., and S. Eroglu. 1993. “Measuring a Multidimensional Construct: Country Image.” Journal of Business Research 28 (3): 191–210, https://doi.org/10.1016/0148-2963(93)90047-s.Search in Google Scholar
Nagashima, A. 1970. “A Comparison of Japanese and US Attitudes Toward Foreign Products.” Journal of Marketing 34: 68–74, https://doi.org/10.1177/002224297003400115.Search in Google Scholar
Nakos, G. E., and Y. A. Hajidimitriou. 2007. “The Impact of National Animosity on Consumer Purchases: The Modifying Factor of Personal Characteristics.” Journal of International Consumer Marketing 19 (3): 53–72, https://doi.org/10.1300/j046v19n03_04.Search in Google Scholar
Papadopoulos, N., L. Hamzaoui-Essoussi, and J. I. Rojas-Mendez. 2011. “Consumer Animosity: A Comparative Perspective.” In Developments in Marketing Science, Academy of Marketing Science, Coral Gables, FL, XXXIV, 340. Cham: Springer.10.1007/978-3-319-10873-5_196Search in Google Scholar
Roth, K. P. Z., A. Diamantopoulos, and M. Á. Montesinos. 2008. “Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study.” Management International Review 48 (5): 577–602, https://doi.org/10.1007/s11575-008-0031-y.Search in Google Scholar
Roth, M. S., and J. B. Romeo. 1992. “Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects.” Journal of International Business Studies 23 (3): 477–97, https://doi.org/10.1057/palgrave.jibs.8490276.Search in Google Scholar
Sandoval, G. 2004. China Bans LeBron James Nike Ad; Kung Fu Theme Found Insulting. Washington DC: The Washington Post. http://www.washingtonpost.corn/wp-dyn/articles/a41825-2004 Dec6.html (accessed December 7, 2004).Search in Google Scholar
Sharma, P., S. T. Luk, S. Cardinali, and M. H. Ogasavara. 2018. “Challenges and Opportunities for Marketers in the Emerging Markets.” Journal of Business Research 86: 210–6, https://doi.org/10.1016/j.jbusres.2018.01.065.Search in Google Scholar
Shoham, A., Y. Gavish, and G. M. Rose. 2016. “Consequences of Consumer Animosity: A Meta-Analytic Integration.” Journal of International Consumer Marketing 28 (3): 185–200, https://doi.org/10.1080/08961530.2015.1116040.Search in Google Scholar
Souiden, N., R. Ladhari, and L. Chang. 2018. “Chinese Perception and Willingness to Buy Taiwanese Brands: The Role of Ethnocentrism and Animosity.” Asia Pacific Journal of Marketing and Logistics 30 (4): 816–36, https://doi.org/10.1108/apjml-09-2017-0203.Search in Google Scholar
Sun, G., S. D’Alessandro, and L. Johnson. 2014. “Traditional Culture, Political Ideologies, Materialism and Luxury Consumption in China.” International Journal of Consumer Studies 38 (6): 578–85, https://doi.org/10.1111/ijcs.12117.Search in Google Scholar
Tian, S., and Y. Pasadeos. 2012. “A Revised Model of Animosity: The Impact of Anti-Japanese Sentiment on Consumer Behavior in China.” Journal of Current Issues & Research in Advertising 33 (2): 170–91, https://doi.org/10.1080/10641734.2012.700627.Search in Google Scholar
Wang, C. L., D. Li, B. R. Barnes, and J. Ahn. 2012. “Country Image, Product Image and Consumer Purchase Intention: Evidence from an Emerging Economy.” International Business Review 21 (6): 1041–51, https://doi.org/10.1016/j.ibusrev.2011.11.010.Search in Google Scholar
Workman 2020. South Korea’s Top Trading Partners. http://www.worldstopexports.com/south-koreas-top-import-partners/ (accessed June 7, 2020).Search in Google Scholar
Xie, Y., R. Batra, and S. Peng. 2015. “An Extended Model of Preference Formation Between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect.” Journal of lnternational Marketing 23 (1): 50–71, https://doi.org/10.1509/jim.14.0009.Search in Google Scholar
Yang, R., R. Ramsaran, and S. Wibowo. 2018. “An Investigation into the Perceptions of Chinese Consumers Towards the Country‐of‐Origin of Dairy Products.” International Journal of Consumer Studies 42 (2): 205–16, https://doi.org/10.1111/ijcs.12403.Search in Google Scholar
Yoo, B., N. Donthu, and S. Lee. 2000. “An Examination of Selected Marketing Mix Elements and Brand Equity.” Journal of the Academy of Marketing Science 28 (2): 195–211, https://doi.org/10.1177/0092070300282002.Search in Google Scholar
© 2021 Walter de Gruyter GmbH, Berlin/Boston
Articles in the same Issue
- Frontmatter
- Complementarity of Information Products
- Interdependences of Products in Market Baskets: Comparing the Conditional Restricted Boltzmann Machine to the Multivariate Logit Model
- Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?
- Choosing Among Alternative Brands: Revisiting the Way Involvement Drives Consumer Selectivity
- The Examination of Cultural Values and Social Media Usages in China
- The Effects of Country-Image and Animosity on Asian Consumers’ Responses to Foreign Brands
- Sales – Response Model in Marketing Revisited in the Times of Uncertainty and Global Turmoil
Articles in the same Issue
- Frontmatter
- Complementarity of Information Products
- Interdependences of Products in Market Baskets: Comparing the Conditional Restricted Boltzmann Machine to the Multivariate Logit Model
- Taking It a Step Further: When do Followers Adopt Influencers’ Own Brands?
- Choosing Among Alternative Brands: Revisiting the Way Involvement Drives Consumer Selectivity
- The Examination of Cultural Values and Social Media Usages in China
- The Effects of Country-Image and Animosity on Asian Consumers’ Responses to Foreign Brands
- Sales – Response Model in Marketing Revisited in the Times of Uncertainty and Global Turmoil
