Emerging Markets Commerce: The Role of Country-of-Origin and Animosity in Purchase Intention

Abstract

At present, firms must face interrelated challenges in global marketing, such as the increased consumer market internationalization and the rapid growth of emerging markets economy. In this context, the purpose of this study is to differentiate between cognitive and affective components of the country-of-origin (reputation of firms from a country-of-origin and animosity) and frame them as antecedents of trust and purchase intention. The study supports the view that the reputation of firms from the country-of-origin helps to engender trust in international markets and indirectly impacts purchase intention. Also, this study analyses the mediation role that trust plays in the relationship between reputation of firms from the country-of-origin, consumer animosity and purchase intention.

Management perspectives on country of origin

“…Moreover, various authors have suggested that consumers' perceptions of, and associations with, the country of origin are often influenced by the reputation (with regard to various attributes) of the country in question (e.g. Chen et al, 2011;Insch and McBride, 1998;Insch and McBride, 2004;Jiménez and Martin, 2012;Li and Wyer, 1994;Lim and O'Cass, 2001;Michaelis et al, 2008;Verlegh and Steenkamp, 1999).…”

The Impact of Country of Origin on Relationship Quality: Empirical Evidence from Automotive Industry

“…Thereby, the country of origin information leads to better brand familiarity and thus, enhanced customer brand relationships. Jiménez and Martín (2012) confirmed that country of origin information works as a safeguard transaction to establish successful brand relationships.…”

“…For instance, certain scholars (Michaelis, Woisetschläger, Backhaus, & Ahlert, 2008;Tam, 2008) considered country-of-origin as one of the important factors that influence customers' behaviour and guide firms toward maintaining valuable relationships with them. Similarly, Jiménez and Martín (2012) emphasized that country of origin information works as a safeguard transaction to build superior brand relationships. Particularly, the reputation of brands originating from a certain country becomes a key measure of available offer and also a basis in establishing trust-based relationships over time (Jiménez & Martín, 2012;Nijssen & Herk, 2009).…”

“…Similarly, Jiménez and Martín (2012) emphasized that country of origin information works as a safeguard transaction to build superior brand relationships. Particularly, the reputation of brands originating from a certain country becomes a key measure of available offer and also a basis in establishing trust-based relationships over time (Jiménez & Martín, 2012;Nijssen & Herk, 2009). …”

Russian Consumers Responses to Turkish Products: Exploring the Roles of Country Image, Consumer Ethnocentrism, and Animosity

“…Past research on animosity toward a country maintained that nature and the content of the concept is pure affective as referring a feeling, emotion of dislike, anger, defiance, hostility, antipathy, rejection with regard to people, customs, ideas, or products from that country (Jung et al, 2002;Jiménez & Martín, 2012). However, although there is not a prominent classification as cognitive and affective animosity, recent studies conceptualize animosity as an attitude comprising emotion and belief components (Klein et al, 1998;Jung et al, 2002;Leong et al, 2008).…”