consumer animosity
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Consumer Animosity Does anyone have Consumer Animosity toward products made in your country? Who ? Why ? How should marketers deal with CAn ?
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consumer animosity
Transcript of consumer animosity
Consumer Animosity
Does anyone have Consumer Animosity toward products made in your country?
Who ? Why ? How should marketers deal with CAn ?
Consumer Animosity
• What is Can?• Home country • Consumer Animosity Model • How Marketers Deal with Consumer Animosity
Animosity as the “remnants of antipathy related to previous, or ongoing military, political, or economic events. (Klein, Ettenson, and Morris 1998)
Animosity has not been shown to affect the perception of the quality of products from the target country, but it does affect willingness to buy.
(Hinck 2004; Klein 2002; Klein, Ettenson, and Morris 1998)
Consumer Animosity
StableSituational Personal National
Animosity
UAE – Iran
Who ? Consumers / Governments
Why ? Situational Animosity Political allegiance to the USA Unresolved dispute of Land ‘ Islands ‘ Foreign policy ‘ Politics ‘ Financial Services & Trades, $42B of Frozen Oil Assets
(Robertson, A R , 2014)
Animosity Model
(Klein et al. 1998)
Understanding the impact of CAn Changing consumers attitude Measures to improve the current dispute &
Improving Political relationships Competitive strategy ‘ Cost of doing Business
again ‘
How marketers deal with CAn
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.
Summary
( Akdogan,S, Ozgener,S 2012)
Does Consumer Animosity have a global Impact on Trade ?
Do you have animosity towards a particular country ?
And why ?
Discussion
Akdogan, M. Sukru, Sevki Ozgener, Metin Kaplan, and Aysen Coskun. "The effects of consumer ethnocentrism and consumer animosity on the re-purchase intent: The moderating role of consumer loyalty." EMAJ: Emerging Markets Journal 2, no. 1 (2012): 1-12.
Hinck, Wolfgang (2004), “The Role of Domestic Animosity in Consumer Evidence from Germany,” Journal of Euromarketing, 14 (1/2), 87 – 104.
Klein, Jill G., Ettenson, Richard, Morris, Marlene D. (1998). The animosity model of foreign product purchase. Journal of Marketing, 62, 89 – 101.
Robertson, A R ( 2014), “Dubai business keen to get trade with Iran back on even keel”, The National , 08 February. 3.
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