The “tug of war” model of foreign product purchases
作者: Yoel AsserafAviv Shoham
作者单位: 1Department of Marketing, Ruppin Academic Center, Emeq Hefer, Israel
2Department of Marketing, University of Haifa , Haifa, Israel
刊名: European Journal of Marketing, 2016, Vol.50 (3/4), pp.550-574
来源数据库: Emerald Journal
DOI: 10.1108/EJM-12-2012-0702
关键词: AnimosityEthnocentrismCosmopolitanismAffinityProduct judgmentProduct ownership
原始语种摘要: Purpose(#br)While globalization has made it easier to consume foreign products, consumption decisions are rarely straightforward. Both love and hate relationships between consumers and countries exist and can even coexist. This paper aims to gain a better understanding of how positive/negative and general/specific consumer attitudes impact foreign product judgment and ownership. An integrative model explores the predictive power of affinity, animosity, cosmopolitanism and ethnocentrism simultaneously. Specifically, the authors investigate a paradoxical “tug of war” which takes place inside consumer minds – the coexistence of affinity and animosity toward the same country. (#br)Design/methodology/approach(#br)Using a quantitative approach, the authors analyze data from 202 consumers and...
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关键词翻译
关键词翻译
  • animosity 敌意
  • ownership 所有权
  • product 产物
  • model 模型
  • foreign 外国的
  • tug of war 拔河
  • country 地方
  • globalization 全球化
  • national 国家的
  • consume 消费