消费者抵制、国家亲和力与全球品牌的关系：主观规范的调节作用

IF 5.5 Q1 MANAGEMENT

Asia Pacific Management Review Pub Date : 2025-03-01 DOI:10.1016/j.apmrv.2024.11.005

Changju Kim , Woo Bin Kim , Seong Ho Lee , Eunsoo Baek , Xiuyan Yan , Jiyeon Yeon , Yunjung Yoo , Sangmin Kang

{"title":"消费者抵制、国家亲和力与全球品牌的关系：主观规范的调节作用","authors":"Changju Kim , Woo Bin Kim , Seong Ho Lee , Eunsoo Baek , Xiuyan Yan , Jiyeon Yeon , Yunjung Yoo , Sangmin Kang","doi":"10.1016/j.apmrv.2024.11.005","DOIUrl":null,"url":null,"abstract":"<div><div>This study examines the impact of consumer boycotts on global brand strength by investigating country affinity and subjective norms. We analyze longitudinal data from South Korea over three years and test the moderated mediation hypothesis using the PROCESS macro. We show that consumer boycotts negatively affect brand strength indirectly by reducing country affinity across all years. We observed a significant negative moderated mediation effect of subjective norms only in 2020, the initial year of South Korean boycotts of Japanese products. Unlike prior literature focusing on boycott motivations, this study provides insights into the effects of actual boycotts on global brands, emphasizing country affinity and subjective norms in a longitudinal context.</div></div>","PeriodicalId":46001,"journal":{"name":"Asia Pacific Management Review","volume":"30 1","pages":"Article 100335"},"PeriodicalIF":5.5000,"publicationDate":"2025-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Relations among consumer boycotts, country affinity, and global brands: The moderating effect of subjective norms\",\"authors\":\"Changju Kim , Woo Bin Kim , Seong Ho Lee , Eunsoo Baek , Xiuyan Yan , Jiyeon Yeon , Yunjung Yoo , Sangmin Kang\",\"doi\":\"10.1016/j.apmrv.2024.11.005\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div><div>This study examines the impact of consumer boycotts on global brand strength by investigating country affinity and subjective norms. We analyze longitudinal data from South Korea over three years and test the moderated mediation hypothesis using the PROCESS macro. We show that consumer boycotts negatively affect brand strength indirectly by reducing country affinity across all years. We observed a significant negative moderated mediation effect of subjective norms only in 2020, the initial year of South Korean boycotts of Japanese products. Unlike prior literature focusing on boycott motivations, this study provides insights into the effects of actual boycotts on global brands, emphasizing country affinity and subjective norms in a longitudinal context.</div></div>\",\"PeriodicalId\":46001,\"journal\":{\"name\":\"Asia Pacific Management Review\",\"volume\":\"30 1\",\"pages\":\"Article 100335\"},\"PeriodicalIF\":5.5000,\"publicationDate\":\"2025-03-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asia Pacific Management Review\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://www.sciencedirect.com/science/article/pii/S1029313224000393\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"MANAGEMENT\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Management Review","FirstCategoryId":"1085","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S1029313224000393","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MANAGEMENT","Score":null,"Total":0}

引用次数: 0

摘要

本研究通过调查国家亲和力和主观规范来检验消费者抵制对全球品牌实力的影响。我们分析了来自韩国超过三年的纵向数据，并使用PROCESS宏观检验了有调节的中介假设。我们表明，消费者抵制通过降低国家亲和力间接地对品牌实力产生负面影响。我们观察到主观规范仅在2020年（韩国抵制日本产品的第一年）存在显著的负向调节中介效应。与先前的文献关注抵制动机不同，本研究提供了对实际抵制对全球品牌的影响的见解，强调纵向背景下的国家亲和力和主观规范。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Relations among consumer boycotts, country affinity, and global brands: The moderating effect of subjective norms

This study examines the impact of consumer boycotts on global brand strength by investigating country affinity and subjective norms. We analyze longitudinal data from South Korea over three years and test the moderated mediation hypothesis using the PROCESS macro. We show that consumer boycotts negatively affect brand strength indirectly by reducing country affinity across all years. We observed a significant negative moderated mediation effect of subjective norms only in 2020, the initial year of South Korean boycotts of Japanese products. Unlike prior literature focusing on boycott motivations, this study provides insights into the effects of actual boycotts on global brands, emphasizing country affinity and subjective norms in a longitudinal context.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Asia Pacific Management Review MANAGEMENT-

CiteScore

8.00

自引率

4.50%

发文量

期刊介绍： Asia Pacific Management Review (APMR), peer-reviewed and published quarterly, pursues to publish original and high quality research articles and notes that contribute to build empirical and theoretical understanding for concerning strategy and management aspects in business and activities. Meanwhile, we also seek to publish short communications and opinions addressing issues of current concern to managers in regards to within and between the Asia-Pacific region. The covered domains but not limited to, such as accounting, finance, marketing, decision analysis and operation management, human resource management, information management, international business management, logistic and supply chain management, quantitative and research methods, strategic and business management, and tourism management, are suitable for publication in the APMR.