Country or Brand: What Matters to Younger Millennials?

Moraes, Sergio Garrido; Strehlau, Vivian Iara

doi:10.15728/bbr.2020.17.3.2

Cited by 6 publications

(16 citation statements)

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“…This study cannot confirm previous research regarding ethnocentrism negatively influencing willingness to buy (Souiden et al, 2018;Quang et al, 2017;Zeren et al, 2020;Topçu & Kaplan, 2015;Le, Nguyen, Dinh, & Dang, 2017 ). However, on the other hand, this study's results are following the findings of previous studies that showed that ethnocentrism did not significantly affect willingness to buy (Abdolvand & Azima, 2015;Moraes & Strehlau, 2020;Tong & Li, 2013). Ethnocentric consider encouragement and understanding of consumer behavior about affective and normative aspects of buying local products.…”

Section: Discussionsupporting

confidence: 88%

“…The results of this study contradict the results of previous research, which stated that product country image plays a vital role in influencing willingness to buy (Munir et al, 2017;Bushra & Zafar, 2017;Hien et al, 2020;Devita & Aguatini, 2019;Adenan et al, 2018;Abdolvand & Azima, 2015). However, on the other hand, this study's results follow the results of Le et al (2017) and Moraes & Strehlau (2020), which showed no significant effect of product country image on willingness to buy. The difference in research results illustrates that there are still inconsistencies in the relationship between product country image and willingness to buy.…”

Section: Discussionsupporting

confidence: 84%

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Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

Siahaan

Suhud

Purwohedi

2021

JCS

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This study aims to determine the effect of ethnocentrism, animosity, product country image, and brand image on the willingness to buy Chinese car products. Data were collected from Chinese car users and potential car buyers. The purposive sampling technique was chosen in this study, which resulted in 300 respondents for analysis. Data were analysed using exploratory factor analysis and structural equation modelling. The results showed that ethnocentrism had a significant positive effect on animosity and had a significant negative effect on brand image, animosity had a significant negative effect on willingness to buy, the brand image had a positive and significant effect on willingness to buy, and product country image had a significant positive effect on brand image. Meanwhile, ethnocentrism and product country image do not affect willingness to buy. This study helps to improve our understanding of consumer behaviour regarding the purchase of foreign products.

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Section: Discussionsupporting

confidence: 88%

Section: Discussionsupporting

confidence: 84%

Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

Siahaan

Suhud

Purwohedi

2021

JCS

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“…Emerging markets still suffer from economic and social issues, such as a high level of corruption, instability in legislation, lack of qualified labor, and insufficient basic social services (Casey, 2016 ; Ernst et al, 2015 ; Kuti, 1999 ; Richelieu & Korai, 2012 ). Understanding the particularities of these markets is important for the success of the organizations that operate in them, and for the adaptation of marketing strategies that differ from those in developed markets, whether for cultural, social or economic reasons (Bevilacqua et al, 2020 ; Casey, 2016 ; Moraes & Strehlau, 2020 ; Paul, 2020 ; Sheth, 2011 ). The political and economic aspects of emerging countries also impact the relationship between the non-profit and the public sector.…”

Section: Literature Reviewmentioning

confidence: 99%

Elements that compose the non-profit BRAND orientation in an emerging country

Sepulcri

Mainardes

2022

Int Rev Public Nonprofit Mark

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This study grouped and systematized the elements that make up non-profit brand orientation (NBO) in an emerging country, as well as the elements that precede non-profit brand orientation, and the consequences of, and barriers to, the implementation of this strategy. The country studied was Brazil. We carried out an exploratory quantitative study based on the theoretical concept of brand orientation, with data collected from a questionnaire with statements generated in qualitative initial research. We collected 223 valid questionnaires and submitted them to exploratory factor analysis (EFA). We found that NBO in an emerging country is a higher-order reflective construct composed of two lower-order reflective constructs (communication and cause). The antecedents of NBO resulted in a set of reflective constructs of the first order (organizational factors, market factors, and action). We also found four first-order reflective constructs as a consequence of NBO (fundraising, partnerships, staff relationships, and social influence). The barriers to NBO constitute a higher-order reflective construct, composed of four lower-order reflective constructs (communication challenges, commercial aversion, barriers to donation, and economic context). We conclude that, in the presence of the antecedents of NBO in an emerging country, a non-profit organization tends to develop NBO and thus achieves several benefits. However, barriers to NBO hinder both the implementation of NBO and the achievement of the benefits resulting from this strategic orientation.

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“…- Guo et al, 2018;Halim and Zulkarnain, 2017;Kock et al, 2019;Moraes and Strehlau, 2020;Nes et al, 2014;Oberecker and Diamantopoulos, 2011;Papadopoulos et al, 2017;Rabêlo-Neto et al, 2019, 2021Wongtada et al, 2012) published from 2008 to 2021, as summarized in Table 1. The characteristics and key findings of these studies are examined and areas of concern are identified below.…”

Section: Introductionmentioning

confidence: 99%

“…scale development, encompasses five studies (Asseraf and Shoham, 2016;Kock et al, 2019;Nes et al, 2014;Oberecker and Diamantopulos, 2011;Wongtada et al, 2012), which all engage in (often parallel) efforts proposing and empirically testing measures for assessing consumer affinity. In the third group, articles on replication and adaptation, the majority aims to replicate the results of Oberecker and Diamantopoulos (2011) in different geographic settings and research contexts (in chronological order, Bernard and Zarrouk-Karoui, 2014;Naseem et al, 2015;Toffoli et al, 2015;Eguchi and Yamashita, 2016;Asseraf and Shoham, 2017;Cakici and Shukla, 2017;Halim and Zulkamain, 2017;Papadopoulos et al, 2017;Guo et al, 2018;Ercis and Celik, 2019;Rabêlo-Neto et al, 2019;Fazli-Salehi et al, 2020;Moraes and Strehlau, 2020;Rabêlo-Neto et al, 2021).…”

Section: Introductionmentioning

confidence: 99%

A review of consumer affinity research: recent advances and future directions

Serrano‐Arcos

Sánchez‐Fernández

Mesa

et al. 2022

IMR

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PurposeConsumer affinity may be a key factor in overcoming ethnocentric barriers and promoting a favourable attitude towards specific foreign countries and their products. However, progress in knowledge of this concept in international marketing literature has suffered from a lack of integration and analysis. The purpose of this study was to shed new light on the concept of consumer affinity based on a comprehensive systematic review of the literature, provide a critical analysis of previous research in terms of conceptual, methodological and substantive issues and problems and offer avenues for future research.Design/methodology/approachThis structured systematic review of consumer affinity included articles published in international peer-reviewed journals from 2008 to 2021, examining key conceptual, operational and substantive aspects.FindingsThis systematic review of articles on consumer affinity published over the past 14 years revealed that this line of research is a growing vibrant domain in the context of international marketing. It also showed that current knowledge of consumer affinity is characterized by theoretical inconsistencies, contradictory empirical results and scant international marketing research in the affinity domain.Originality/valueThis article provides an overview of the extant literature on consumer affinity and yields a consolidated image of its current status, as well as a research agenda that raises new questions for the academic community.

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Country or Brand: What Matters to Younger Millennials?

Cited by 6 publications

References 0 publications

Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

Impact of Ethnocentrism and Other Factors on Willingness to Buy Chinese Cars

Elements that compose the non-profit BRAND orientation in an emerging country

A review of consumer affinity research: recent advances and future directions

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