Open AccessThe Role of Animosity, Religiosity, and Allocentrism in Shaping Purchase Intention through Ethnocentrism and Brand Image
Author(s) -
Kunthi Afrilinda Kusumawardani,
Mónica Yolanda
Publication year - 2021
Publication title -
organizations and markets in emerging economies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.195
H-Index - 4
eISSN - 2345-0037
pISSN - 2029-4581
DOI - 10.15388/omee.2021.12.67
Subject(s) - consumer ethnocentrism , religiosity , ethnocentrism , purchasing , advertising , structural equation modeling , indonesian , psychology , china , brand image , product (mathematics) , affect (linguistics) , social psychology , marketing , business , political science , mathematics , linguistics , statistics , philosophy , communication , law , geometry
With the long history of the relationship between Indonesia and China, various sentiments may arise and influence the consumer purchasing decision. This study aims to determine the impact of animosity towards China, religiosity, and allocentrism of the Indonesians on the intention to purchase Chinese brands smartphones, mediated by consumer ethnocentrism and brand image. This study has 215 valid responses and was carried out using SPSS 25. Structural Equation Modelling (SEM) was performed using AMOS 22. The results show that consumer ethnocentrism is significantly influenced by animosity, religiosity, and allocentrism. Brand image can mediate between consumer ethnocentrism and purchase intention. This study gives a better understanding of Indonesian consumer ethnocentrism with animosity towards China, religiosity, and allocentrism, which will affect the Chinese brand image and Indonesians’ intention to purchase the product.