Twenty-Five Years after the Fall of the Berlin Wall: An Empirical Revisit of West German Consumers' Attitudes Toward Products and Brands from Former East Germany

Ahmed, Zafar U.; Hinck, Wolfgang; Felix, Reto

doi:10.1080/10496491.2017.1408529

Cited by 4 publications

(8 citation statements)

References 64 publications

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“…Nevertheless, we find that the majority of previous studies limited their investigations on analysing ethnocentrism from the national perspective among countries (Lee and Mazodier, 2015; Truong, 2018), disregarding that this concept can also be applied on more local or regional level within one community or country (Ahmed et al , 2018; Fernández-Ferrín et al , 2017; Fernández-Ferrín et al , 2018). However, some literature highlights ethnocentrism on a regional level (Fernández-Ferrín et al , 2018; García-Gallego and Chamorro-Mera, 2016; García-Gallego and Chamorro-Mera, 2018; García-Gallego et al , 2015).…”

Section: Theoretical Background and Proposed Hypothesesmentioning

confidence: 83%

“…Despite previous exceptions, the regional context has not been the focus of previous ethnocentrism literature. Some studies highlight its relation with the willingness to buy non-regional products (Ahmed et al , 2018; Lee et al , 2016). Others discuss the influence of being highly regional or national ethnocentric on altering the attitude of the consumer towards out of group products (Ouellet, 2007; Siemieniako et al , 2011).…”

Section: Theoretical Background and Proposed Hypothesesmentioning

confidence: 99%

“…Consumer ethnocentrism (Fern andez-Ferrín and Bande-Vilela, 2015;Truong, 2018) and boycotting behaviour (Farah and Newman, 2010;Maher and Mady, 2010;Riefler and Diamantopoulos, 2007) are some of the discussed issues in the marketing literature that pay keen attention to the effect of the products and brands' place of origin. Surprisingly enough, abundant of the literature limit the categorisation of their chosen products to one single origin trait, either being local (Les akov a, 2016), regional (Ahmed et al, 2018;Lee et al, 2016) or foreign product (Lee and Mazodier, 2015;Truong, 2018). However, many products combine distinctive multiple origin features (Fern andez-Ferrín et al, 2018) that should be taken into account when analysing consumer purchasing behaviour.…”

Section: Introductionmentioning

confidence: 99%

“…Surprisingly enough, abundant of the literature limit the categorisation of their chosen products to one single origin trait, either being local (Lesáková, 2016), regional (Ahmed et al , 2018; Lee et al , 2016) or foreign product (Lee and Mazodier, 2015; Truong, 2018). However, many products combine distinctive multiple origin features (Fernández-Ferrín et al , 2018) that should be taken into account when analysing consumer purchasing behaviour.…”

Section: Introductionmentioning

confidence: 99%

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Between love and boycott: a story of dual origin brands

Abdelwahab

Jiménez

Gutiérrez

et al. 2020

SJME

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Purpose This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region. Design/methodology/approach The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations. Findings After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

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Section: Theoretical Background and Proposed Hypothesesmentioning

confidence: 83%

Section: Theoretical Background and Proposed Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Between love and boycott: a story of dual origin brands

Abdelwahab

Jiménez

Gutiérrez

et al. 2020

SJME

View full text Add to dashboard Cite

show abstract

“…Consumer ethnocentrism has been demonstrated to be, to a degree, uncertain yet dynamic and situational (Stoltman et al, 1991), which suggests ethnocentric consumers are sometimes only marginally ethnocentric (Chryssochoidis et al, 2007;Luque-Martinez et al, 2000;Teo et al, 2011) and do not necessarily reject foreign products. Previous studies suggest that consumers from transitional or developing countries tend to rate foreign products positively (Ettenson, 1993;Bahaee and Pisani, 2009a, 2009b, 2009cAhmed et al, 2018).…”

Section: Consumer Ethnocentrismmentioning

confidence: 99%

An examination of ethnic-based consumer ethnocentrism and consumer animosity

Latif

Abdul‐Talib

2020

JIMA

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Purpose The purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic groups in Malaysia. Design/methodology/approach The relationship between the constructs were analyzed using the co-variance-based structural equation modeling techniques with analysis of a moment structures version 21. Self-administered questionnaires were obtained from 325 Malay respondents in 2 Malaysian cities. Findings The results suggest that ethnic-based consumer ethnocentrism can negatively affect product judgment and product judgment can affect consumers’ willingness to buy. Two significant findings were rejected as the directions of the results were not as hypothesized. Research limitations/implications Future research could study other ethnic groups of different countries using specific ethnic related products and/or brands. Originality/value This research suggests that ethnic-based ethnocentrism and ethnic-based animosity are important factors for businesses to consider as both can affect ethnic consumers’ purchasing behavior. Depending on ethnic consumers’ perception toward a brand, a manager may face either an opportunity or a challenge.

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Social identities in consumer‐brand relationship: The case of the Hijab‐wearing Barbie doll in the United States

Mishra

Bakry

2021

J of Consumer Behaviour

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This study explores the role of social identities in consumer‐brand relationship through the case study of the first hijab‐wearing Barbie doll in the United States. Through a qualitative analysis of people's response to the announcement of the new Barbie doll on Twitter, the study reveals how ethnic‐identity based products influence consumers relationship with an iconic brand. Ethnic‐based products help in social identification and facilitate some consumers desire to buy the product however, they also elicit negative emotions, racism, and animosity in other group of consumers resulting in weakening of their ties with a once favored brand. Theoretical and managerial implications for multicultural marketing are discussed.

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Twenty-Five Years after the Fall of the Berlin Wall: An Empirical Revisit of West German Consumers' Attitudes Toward Products and Brands from Former East Germany

Cited by 4 publications

References 64 publications

Between love and boycott: a story of dual origin brands

Between love and boycott: a story of dual origin brands

An examination of ethnic-based consumer ethnocentrism and consumer animosity

Social identities in consumer‐brand relationship: The case of the Hijab‐wearing Barbie doll in the United States

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