期刊
INTERNATIONAL MARKETING REVIEW
卷 24, 期 1, 页码 87-119出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/02651330710727204
关键词
consumer behaviour; market research; international business
类别
Purpose - Consumer animosity has gained considerable attention in international marketing literature as a determinant of foreign product purchase behaviour. The purpose of this paper is two-fold: first, a state-of-the-art review of consumer animosity research is presented and specific issues for future research on consumer animosity are raised. Second, potential problems associated with the measurement of consumer animosity are highlighted and an alternative perspective for operationalizing the construct is proposed. Design/methodology/approach - First, a critical literature review on empirical consumer animosity studies is undertaken. Second, exploratory empirical results are presented, based on unprompted questioning, to identify both targets of animosity by Austrian consumers and underlying reasons for such animosity. Third, a MIMIC model overcoming the shortcomings of the current operationalizations of the consumer animosity construct is proposed. Findings - The exploratory study on Austrian consumers demonstrates that animosity targets of consumers cannot be considered as being given, i.e. consumers differ in their animosity targets, and there may be a number of (different) reasons causing animosity feelings such as economic, political, religious or personal. Originality/value - This paper reveals a set of problematic issues in current consumer animosity research and offers concrete approaches to overcome the latter. In particular, a formative measurement approach consistent with the conceptual definition of the construct is suggested and described.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据