Guilty by stereotypic association: Country animosity and brand prejudice and discrimination

Russell, Cristel Antonia; Russell, Dale W.

doi:10.1007/s11002-009-9097-y

Cited by 56 publications

(54 citation statements)

References 30 publications

(53 reference statements)

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“…In the original animosity model (Klein et al, 1998), consumer judgments and attitudes were not examined, although other studies empirically proved that animosity influences consumers' evaluative responses (Russell & Russell, 2010). Shoham et al (2006), in assessing Israeli Jewish consumers' opinion about Israeli-Arab products, found that animosity equally impacted product quality judgments and willingness to buy.…”

Section: Perceived Animositymentioning

confidence: 99%

Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

Khan¹,

Lee²

2014

Journal of Global Marketing

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This report provides an overview of the concept of prepurchase brand avoidance, by identifying the motivating factors in a developing nation. Additionally, the authors aim to explain the negative effect of country-of-origin familiarity leading to brand avoidance. Relationships between constructs (undesired self, negative social influence, perceived animosity, and perceived risk) were hypothesized and data were collected via an online survey, where 286 respondents provided an evaluation for the brands they avoided. Hypotheses were tested using structural equation modeling via AMOS. To date, anti-consumption studies have taken place in developed countries where high agency and abundant choice enable brand avoidance to occur; the authors find that brand avoidance also exists in developing countries, and for all categories of brands, undesired self-congruence is the key determinant for prepurchase brand avoidance. The study did not use any particular product categories. Results need to be expanded and confirmed with other product categories in other emergent markets. Developing nations constitute the fastest growing markets in the world, and knowledge of the factors motivating brand avoidance in these contexts are a competitive advantage (e.g., undesired self is one important variable to focus on to make brands acceptable in such markets). This report provides new insights into consumer judgments of prepurchase brand avoidance in an emerging market.

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Section: Perceived Animositymentioning

confidence: 99%

Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

Khan¹,

Lee²

2014

Journal of Global Marketing

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“…Funk et al's (2010) study assessed US consumers willingness to purchase a hybrid foreign product using Toyota as an example. Russell and Russell's (2010) study tested how the strength of the brand-country stereotypic association influenced the relationship between animosity and US consumers' responses to the brand. Our research extends this stream of animosity research to the sponsorship context and explores how animosity toward a country impacts upon attitudes toward the sponsors originating from that country.…”

Section: Economic Animositymentioning

confidence: 99%

Consumers' responses to sponsorship by foreign companies

Meng-Lewis

Thwaites

Pillai³

2013

European Journal of Marketing

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Purpose: The study aims to explore the novel issue of how consumers perceive sponsorship initiatives by foreign companies and how the sponsors' country-of-origin (COO) cue may influence sponsorship outcomes. Design/methodology/approach: The measurement model and proposed relationships were tested based on a sample of 811 Chinese consumers using confirmatory factor analysis and structural path analysis. Findings: The results reveal that attitudes toward the sponsor completely mediate the effect of event involvement on willingness to buy from the sponsor (WBS). Attitudes toward the sponsor also partially mediate the relationship between economic animosity towards a specific sponsor's COO and WBS. Additionally, the level of a country's economic competitiveness found to moderate the negative relationship between economic animosity, attitudes toward the sponsor and WBS. Research limitations/implications: The nature of the product type and the desire of the consumer to own such a product may have influenced the measurement of willingness to buy. Practical implications: The research adds to the existing knowledge by identifying the opportunities and potential biases that a foreign company may encounter when considering sponsoring a mega sport event in a different cultural context. The study helps managers to understand how sports sponsorship could be used effectively in emerging markets. Originality/value: The proposed conceptual model advances the application of classical conditioning theory, the consumer animosity model of foreign product purchase and the belief-attitude-intention hierarchy in the sponsorship arena. It is the first investigation of the role of event involvement and economic animosity in understanding sponsorship responses

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“…The observed level of prejudice and discrimination against the brands depend on the strength of the brand-country association (Russell & Russell, 2010). Rose, Rose, & Shoham (2009) found animosity levels differed strongly between cultural subgroups in Israel, and they suggest that this highlights the importance of considering such cultural subgroups when studying animosity.…”

Section: Introductionmentioning

confidence: 99%

“…Animosity may negatively impact trust in a supplier (Jimenez & Martin, 2010), acceptance or rejection of symbols in mass communication ( Lwin, Stanaland & Williams, 2010), and evaluations of brands that are associated with the animosity target (Russell & Russell, 2010).…”

Section: Introductionmentioning

confidence: 99%

Exploring the animosity domain and the role of affect in a cross-national context

Nes

Yelkur

Silkoset

2012

International Business Review

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Purpose -The purpose of this paper is to contribute to the development of animosity theory in three areas; construct domain, the mediating role of affect and model testing.Design/methodology/approach -Exploratory and empirical research is carried out in two countries in order to explore the domain and to test the factor structure and the hypotheses through confirmatory analysis.Findings -We find animosity is a four-dimensional construct which impacts buying behavior through affect.Originality/value -The research extends the domain of the animosity construct to a four-dimensional structure rather than the two-dimensional structure used in most previous studies. It is the first study to empirically test an extended animosity domain and investigate the mediating role of affective emotional responses between animosity and buying intentions.

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Guilty by stereotypic association: Country animosity and brand prejudice and discrimination

Cited by 56 publications

References 30 publications

Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

Prepurchase Determinants of Brand Avoidance: The Moderating Role of Country-of-Origin Familiarity

Consumers' responses to sponsorship by foreign companies

Exploring the animosity domain and the role of affect in a cross-national context

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