Outbreaks of animosity against the West in China: effects on local brand consumption
作者: Martin Heinberg
作者单位: 1Mercator School of Management, University of Duisburg-Essen , Duisburg, Germany
2Institute of East Asian Studies, University of Duisburg-Essen , Duisburg, Germany
刊名: International Marketing Review, 2017, Vol.34 (4), pp.514-535
来源数据库: Emerald Journal
DOI: 10.1108/IMR-07-2014-0222
关键词: Emerging marketsAnimosityWillingness to payLocal brandsWillingness to buy
原始语种摘要: Purpose(#br)Local brands in emerging markets suffer from fierce competition and chronic disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against the West (AAW) might benefit local brands by raising consumers’ willingness to pay (WTP) and willingness to buy (WTB). (#br)Design/methodology/approach(#br)The study employed 2 methods: structural equation modeling ( n =244 Chinese students); and experiment, multiple regression ( n =676 Chinese students, different sample than those included in study 1). (#br)Findings(#br)AAW is different from ethnocentrism and the measurement has good validity and reliability. After an outbreak of animosity, AAW increases Chinese consumers’ WTB local products. The WTP is also enhanced by AAW in such a situation. Under “normal”...
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  • animosity 敌意
  • consumption 消耗
  • local 局部的
  • brand 黑穗病
  • willingness 志愿
  • China 中国
  • competition 竞争
  • methodology 方法学
  • regional 地方的
  • economic 经济的