The main contribution of this study is to propose an integrative model which, in using multidisciplinary concepts taken from marketing, psychology and sociology, extends this stream of research in a cross-national perspective. More specifically, its contribution to both theory and practice can be synthesize as follows. (1) Our study empirically tests how animosity and ethnocentrism are related because, although several authors have emphasized the existence of a correlation between them, few studies have confirmed their relationship. (2) Moreover, it provides insights into the perceptive and behavioral consequences of both animosity and ethnocentrism in terms of foreign product beliefs and receptivity. (3) To the best of our knowledge, this is the first study that combines animosity and ethnocentrism studies with those related to country image in order to identify relationships and effects on consumer behavior. (4) With its cross-national perspective, it is one of the few studies that compares emergent countries with industrialized ones in order to assess the different impact of consumer ethnocentrism and ethnic animosity on consumer receptivity of foreign products. (5) Results from our study may underline significant implications for international firms when performing foreign market potential analysis.
The influence of consumer ethnocentrism, animosity, and country image perception on product receptivity: A cross-national study
Giada Mainolfi;Vittoria Marino;
2012-01-01
Abstract
The main contribution of this study is to propose an integrative model which, in using multidisciplinary concepts taken from marketing, psychology and sociology, extends this stream of research in a cross-national perspective. More specifically, its contribution to both theory and practice can be synthesize as follows. (1) Our study empirically tests how animosity and ethnocentrism are related because, although several authors have emphasized the existence of a correlation between them, few studies have confirmed their relationship. (2) Moreover, it provides insights into the perceptive and behavioral consequences of both animosity and ethnocentrism in terms of foreign product beliefs and receptivity. (3) To the best of our knowledge, this is the first study that combines animosity and ethnocentrism studies with those related to country image in order to identify relationships and effects on consumer behavior. (4) With its cross-national perspective, it is one of the few studies that compares emergent countries with industrialized ones in order to assess the different impact of consumer ethnocentrism and ethnic animosity on consumer receptivity of foreign products. (5) Results from our study may underline significant implications for international firms when performing foreign market potential analysis.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
