Open AccessTHE EFFECTS OF CONSUMER ETHNOCENTRISM AND CONSUMER ANIMOSITY ON THE RE-PURCHASE INTENT: THE MODERATING ROLE OF CONSUMER LOYALTY
Author(s) -
M. Şükrü Akdoğan,
Şevki Özgener,
Metin Kaplan,
Ayşen Çoşkun
Publication year - 2012
Publication title -
emerging markets journal/emerging markets journal
Language(s) - English
Resource type - Journals
eISSN - 2159-242X
pISSN - 2158-8708
DOI - 10.5195/emaj.2012.15
Subject(s) - consumer ethnocentrism , ethnocentrism , marketing , advertising , business , loyalty , consumer behaviour , turkish , loyalty business model , psychology , social psychology , service (business) , service quality , linguistics , philosophy
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