你会支持还是反对？原产地偏见对对立忠诚的影响

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2022-08-08 DOI:10.1080/08961530.2022.2108182

Dalia Abdelwahab, Sonia San-Martín, Nadia H. Jiménez

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引用次数: 0

摘要

摘要本研究分析了两个群体内偏见变量（区域认同和种族中心主义），并检验了它们在引发群体内支持（品牌防御）和群体外抵抗（对立忠诚）方面鲜为人知的行为差异。区域仇恨被调查为一个调节变量。数据收集自602名食品和饮料买家。结果表明，认同和种族中心主义都会引发品牌防御，而只有种族中心主义才会引发对立忠诚。品牌防御介导了与对立忠诚的认同/种族中心主义关系。敌意调节了具有对立忠诚的模型关系。对立忠诚和品牌防御也被探索为原产地结构的结果，丰富了文献，并在这种背景下考察了未探索的关系。

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Will You Support or Oppose? The Impact of Region-of-Origin Bias on Oppositional Loyalty

Abstract This study analyzed two in-group bias variables (regional identification and ethnocentrism) and examined their rarely explored behavioral differences in triggering in-group support (brand defense) and out-group resistance (oppositional loyalty). Regional animosity was investigated as a moderating variable. Data were collected from 602 food and beverage buyers. Results indicated that both identification and ethnocentrism triggered brand defense, while only ethnocentrism induced oppositional loyalty. Brand defense mediated identification/ethnocentrism relationships with oppositional loyalty. Animosity moderated model relationships with oppositional loyalty. Oppositional loyalty and brand defense are also explored as consequences of place-of-origin constructs, enriching the literature and examining unexplored relationships in this context.

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.