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THE EFFECTS OF CONSUMER ETHNOCENTRISM AND CONSUMER ANIMOSITY ON THE RE-PURCHASE INTENT: THE MODERATING ROLE OF CONSUMER LOYALTY

Emerging Markets Journal

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Title THE EFFECTS OF CONSUMER ETHNOCENTRISM AND CONSUMER ANIMOSITY ON THE RE-PURCHASE INTENT: THE MODERATING ROLE OF CONSUMER LOYALTY
 
Creator Akdogan, M.Sukru
Ozgener, Sevki
Kaplan, Metin
Coskun, Aysen
 
Subject —
 
Description With the growth of international trade and travel, consumers are increasingly confronted with foreign products and services. But some negative attitudes towards foreign products can arise from several factors such as previous or ongoing political, military, economic, or diplomatic events. Thus, both consumer ethnocentrism and consumer animosity have become important constructs in marketing. The purpose of this study is to investigate whether consumer ethnocentrism and consumer animosity affect repurchase intent towards U.S. products and whether this impact is moderated by customer loyalty. The findings of the research indicate that consumer ethnocentrism increases consumer animosity for the sampling. The present study also denotes that both consumer ethnocentrism and animosity have a negative impact on repurchase intent toward U.S. products in Turkey. According to the results of regression analyses, customer loyalty may not be an important moderating factor between consumers’ animosity and repurchase intent toward U.S. products. However, customer loyalty moderated the relationship between consumer ethnocentrism and repurchase intent toward U.S. products. Further implications for Turkish consumers in supermarkets in the province of Nevşehir are discussed. The value of future research is also acknowledged
 
Publisher University Library System, University of Pittsburgh
 
Contributor —
 
Date 2012-01-29
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://emaj.pitt.edu/ojs/index.php/emaj/article/view/15
10.5195/emaj.2012.15
 
Source EMAJ: Emerging Markets Journal; Vol 2, No 1 (2012); 1-12
2158-8708
 
Language eng
 
Relation http://emaj.pitt.edu/ojs/index.php/emaj/article/view/15/125