Amr Al-Ansi, Hossein Olya, Sara Dalir, Hee Yul Lee, Alina Abdul Rahim
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Consumer emotions and behaviors: double moderation of sign value and source market
Purpose
The contribution of this study is two-fold. First, we draw on attribution theory to develop a model for predicting how the knowledge, emotions, and satisfaction that consumers have regarding halal cosmetics can influence their willingness to pay more and recommend the products to others.
Design/methodology/approach
Survey data from 278 Indonesian and 163 Malaysian female consumers were analyzed by means of structural equation modeling. Second, we test the moderation role of sign value using metric invariance across the two different source markets.
Findings
The results obtained confirm that consumers exhibit positive emotions when they possess knowledge about halal cosmetics and their quality. Testing the double moderation further reveals that consumers with a high sign value behave differently from those with a low sign value.
Originality/value
These findings present practical insights that can be used by retailers and marketers in their strategies to boost the sale of halal cosmetics.
期刊介绍：
Cross Cultural & Strategic Management (CCSM), is dedicated to providing a forum for the publication of high quality cross-cultural and strategic management research in the global context. CCSM is interdisciplinary in nature and welcomes submissions from scholars from international business, management and other disciplines, such as anthropology, economics, political science, psychology and sociology. The goal of CCSM is to publish discerning, theoretically grounded, evidence-based and cutting edge research on issues relevant to all aspects of global management. CCSM is especially interested in theoretical and empirical papers that investigate new and unique ideas and/or are multilevel (micro-meso-macro) and/or are multidisciplinary in nature. Research papers submitted to CCSM are expected to include an answer to the question: What is the contribution of this paper to the literature and the field of international business and managing in the global context? CCSM accepts theoretical/conceptual and empirical papers based on quantitative and qualitative research endeavors that advance our overall knowledge of international business. This includes research that yields positive, neutral or negative findings as long as these studies are based on sound research methodology, and have a good command of the theory/literature that pertains to the phenomena under investigation. These studies should also provide a more in-depth interpretation of the reason(s) for the findings and include more detailed recommendations for future research directions.
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