PurposeThis research seeks to add to the body of research pertaining to animosity by examining the additional roles of anticipated emotions and subjective norms on consumers' purchase intentions regarding foreign products when companies' or governments' actions cause negative repercussions. The paper also examines the role of group responsibility as an antecedent to animosity.Design/methodology/approachData were collected using a snowball sampling technique among undergraduate students from a prominent university in Kuwait. Of the 460 questionnaires received, 13 were eliminated for incompleteness. Sample members were aged 18 and above, and 53.9 percent of the respondents were females.FindingsSubjective norms related to buying Danish products – as well as the negative emotions expected from buying the product and the positive emotions expected from not buying the product – led to less willingness to buy Danish products. In addition, social pressure was found to be the more important factor in consumers' willingness to buy compared to anticipated emotions.Originality/valueThis paper suggests that, in addition to animosity, other factors influence a consumer's decision to withhold consumption. Therefore, managers need to assess the emotions and norms characterized by citizens of the target country to capitalize on such information when marketing their products.
Purpose
The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude.
Design/methodology/approach
Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis is used to evaluate the hypotheses.
Findings
For these disparate samples, only the defense of the tribal brand dimension of brand tribalism influences brand pride, which in turn leads to a sequential process of brand attitude and purchase intention.
Research limitations/implications
Using only smartphone data from the USA and Qatar may hinder external validity. As effect sizes in this context are understood, researchers have additional benchmarks for future brand tribalism and brand pride research.
Practical implications
The psychological underpinning and presence of brand tribes in society cannot be overlooked by strategists. Such tribal-laden following is too evident within smartphone communities. By further understanding the effect of brand tribalism on brand pride and subsequent attitudinal response and behavioral intent, marketers and brand leaders are in an improved position to develop strategies that appeal to targeted customers, ultimately growing and strengthening their brand value.
Originality/value
Supported by the anthropological view of brand tribalism, this paper contributes to the branding literature by examining the indirect effect of brand tribalism on purchase intention via brand pride and brand attitude. The posited model, previously untested and replicated here across two ethnically diverse samples, shows more explanatory power for defense of the tribal brand on brand pride as compared to the other brand tribalism dimensions. A novel and valid, multi-item brand pride measure is also developed.
PurposeThis paper aims to introduce the concept of admiration for members of other countries as an emotion related to people's perceptions of, and preference for, products that originate from the admired country. It also aims to examine the longitudinal effects of animosity.Design/methodology/approachData were collected by asking members of an internet consumer panel in the USA to complete an online questionnaire. A total of 300 questionnaires were received and 20 were eliminated for extremeness. Panel members were aged 18 and above and the average age of the sample was 44; 60 percent of the participants are female.FindingsThe effects of animosity on the preference for foreign products attenuate over time. Admiration is positively related to a preference for a product from an admired country over a product from another country. Admiration was found to be positively related to Japanese product judgments.Originality/valueThe paper extends the work of Klein, and suggests that animosity can be displaced by a positive emotion, namely admiration. Managers therefore need to assess the emotions directed towards their countries to capitalize on such information when marketing their products.
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