A Research on the Effect of Consumer Animosity on the Country Image, Product Evaluation and Willingness to Buy Foreign Products

Yıl 2019, , 76 - 101, 15.04.2019

Sevgi Ayşe Öztürk , Fatma Zeynep Özata , Fuat Erol

https://doi.org/10.17336/igusbd.417316

Cited By: 3

Öz

Nowadays, consumers in many countries and almost all product groups are faced with foreign product options particularly with the influence of globalization. This situation leads to many researches on consumers' willingness to buy foreign products, consumer animosity and the country image. However, it is seen in the literature that these structures still have contradictory results in relation to each other. This study aims to understand the effects of consumer animosity on the country image and product evaluation in terms of convenience and shopping goods. The model presented for this purpose was tested by a questionnaire study with undergraduate students. As a result, the effect of the human dimension of the country image (GCA1) on willingness to buy and the effects of consumer animosity and similarity dimension of the country image (GCA2) on product evaluation were found to have differences in terms of product groups. In addition, some results confirming previous studies have been obtained in the scope of the study. The findings of the study were discussed in theoretical and practical sense.

Anahtar Kelimeler

Consumer Animosity, Country Image, Product Evaluation, Willingness to Buy, International Marketing

Tüketici Düşmanlığının Ülke İmajı, Ürün Değerlendirme ve Yabancı Ürün Satın Alma İsteğine Etkisi Üzerine Bir Araştırma

Öz

Günümüzde küreselleşmenin de etkisiyle pek çok ülkede ve pek çok ürün grubunda tüketiciler yabancı menşeili ürün seçenekleriyle karşı karşıyadır. Bu durum tüketicilerin yabancı ürünlere yönelik satın alma istekleri, tüketici düşmanlığı ve ülke imajına yönelik pek çok araştırmaya yön vermektedir. Ancak literatürde halen bu yapıların birbirleriyle ilişkisine yönelik çelişkili sonuçlar olduğu görülmektedir. Bu çalışma tüketici düşmanlığının ülke imajı ve ürün değerlendirmesi üzerindeki etkilerini kolayda ve beğenmeli mallar açısından anlamayı amaçlamaktadır. Bu amaçla ortaya konan model lisans öğrencileri ile gerçekleştirilen bir anket çalışması ile test edilmiştir. Elde edilen bulgular ülke imajının insan boyutunun (GCA1) satın alma isteğine etkisi; tüketici düşmanlığı ve ülke imajının benzerlik boyutunun (GCA2) ise ürün değerlendirmesine etkisi noktalarında ürün grupları açısından farklılıklar olduğunu göstermektedir. Ayrıca çalışma kapsamında, önceki çalışmaları doğrular nitelikte bir takım sonuçlar da elde edilmiştir. Çalışmada, elde edilen bulgular teorik ve pratik anlamda tartışılmıştır.

Anahtar Kelimeler

Tüketici Düşmanlığı, Ülke İmajı, Ürün Değerlendirmesi, Satın Alma İsteği, Uluslararası Pazarlama

Kaynakça

• AAKER, D. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press, New York.
• AJZEN, I. (2001). Nature and operations of attitudes. Annual Review of Psychology, 52(1), 27-58.
• AKDOGAN, M. S., KAPLAN, M., OZGENER, S. ve COSKUN, A. (2012). The effects of consumer ethnocentrism and consumer animosity on the re-purchase intent: The moderating role of consumer loyalty. Emerging Markets Journal, 2(1), 1-12.
• ALLEN, P. ve BENNETT, K. (2010). Pasw statistics by SPSS: A practical guide. 18’th Edition, Cengage Learning, Australia.
• AMINE, L. S. (2008). Country-of-Origin, animosity and consumer response: Marketing implications of anti-Americanism and francophobia. International Business Review, 17, 402-422.
• ANG, S. H., JUNG, K., KAU, A. K., LEONG, S. M., PORNPITAKPAN, C. ve TAN, S. J. (2004). Animosity toward economic giants: What the little guys think. Journal of Consumer Marketing, 21(3), 190-207.
• BAILLARGEON, J. C. L. (2003). Product-Country images in the Argentine setting: An analysis of animosity and admiration. (Unpublished Master's Thesis), Carleton University, Canada.
• BAKER, M. J. ve CHURCHILL, G. A. Jr. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14, 538-555.
• BALABANIS, G., DIAMANTOPOILOS, A., MUELLER, R. D. ve MELEWAR, T. C. (2001). The impact of nationalism, patriotism, and internationalism on consumer ethnocentric tendencies. Journal of International Business Studies, 32(1), 157-175.
• BALABANIS, G., MUELLER, R. ve MELEWAR, T. C. (2002). The human values’ lenses of country of origin images. International Marketing Review, 19(6), 582-610.
• BERKOWITZ, L., JAFFEE, S., JO, E. ve TROCCOLI, B. T. (2000). On the correction of feeling-induced judgmental biases feeling and thinking: The role of affect in social cognition. (Ed: J.P. Forgas), Cambridge, UK: Cambridge University Press, 131-152.
• BROWNE, M. W. ve CUDECK, R. (1992). Alternative ways of assessing model fit. Sociological Methods & Research, November, 230-258.
• CARTER, L. L. (2009). Consumer receptivity of foreign products: The roles of country-of-origin image, consumer ethnocentrism and animosity. (Unpublished Doctor of Philosophy Thesis), Old Dominion University, Business Administration.
• CENGİZ, E. (2009). Tüketicilerin ürün tercihinde rol oynayan ürün menşeinin, marka, fiyat ve kalite değişkenleri açısından incelenmesi. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 23(2), 155-171.
• CERVINO, J., SANCHEZ, J. ve CUBILLO, J. M. (2005). Made in effect, competitive marketing strategy, and brand performance: An analysis for Spanish brands. Journal of American Academy of Business, 6(2), 237-244.
• CHAN, T. S., CHAN, K. K. ve LEUNG, L. C. (2010). How consumer ethnocentrism and animosity impair the economic recovery of emerging markets. Journal of Global Marketing, 23(3), 208-225.
• CHINEN, K., JUN, M. ve HAMPTON, G. M. (2000). Product quality, market presence, and buying behavior: Aggregate images of foreign products in the U.S. Multinational Business Review, 29-38.
• CUI, A. P., WAJDA, T. A. ve HU, M. Y. (2012). Consumer animosity and product choice: Might price make a difference? Journal of Consumer Marketing, 29(7), 494-506.
• DAGGER, T. S. ve RACITI, M. M. (2011). Matching consumers’ country and product image perceptions: an Australian perspective. Journal of Consumer Marketing, 28(3), 200-210.
• DARLING, J. R. ve ARNOLD, D. R. (1988). The competitive position abroad of products and marketing practices of the United States, Japan, and selected European countries. Journal of Consumer Marketing, 5, 61-68.
• DARLING, J. R. ve WOOD, V. R. (1990). A longitudinal study comparing perceptions of U.S. and Japanese consumer products in a third/neutral country: Finland 1975 to 1985. Journal of International Business Studies, 21(3), 427-450.
• DICHTER, E. (1962). The world customer. Harvard Business Review, 40(4), 113-122.
• DING, L., VELICER, W. F. ve HARLOW, L. L. (1995). Effects of estimation methods, number of indicators per factor and improper solutions on structural equation modeling fit indices. Structural Equation Modeling, 2, 119-143.
• DODDS, W. B., MONROE, K. B. ve GREWAL, D. (1991). The effects of price, brand, and store information on buyer's product evaluations. Journal of Marketing Research, 28, 307-319.
• EREN, S. S. (2013). Young consumers’ attitudes toward American products. Procedia - Social and Behavioral Sciences, 99, 489-495.
• EREVELLES, S. (1998). The role of affect in marketing. Journal of Business Research, 42(3), 199-215.
• FETTAHLIOĞLU, S. ve SÜNBÜL, M. B. (2015). Tüketici etnosentrizmi ve tüketici husumetinin X, Y, Z kuşakları açısından incelenmesi. International Journal of Academic Value Studies, 1(1), 26-45.
• FIELD, A. P. (2009). Discovering statistics using SPSS. 3th Edition, Sage, London.
• FISHBEIN, M. ve AJZEN, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
• FORNELL, C. ve LARCKER, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• GEUENS, M., De PELDMACKER, P. ve FASEUR, T. (2011). Emotional advertising: Revisiting the role of product category. Journal of Business Research, 64(4), 418-426.
• HACIOĞLU, G., EREN, S. S., KURT, G. ve ÇELİKKAN, H. (2013). Tüketicilerin düşmanlık hissi ve etnik merkezciliği ile satın alma niyeti arasındaki ilişkiler: Türk tüketicilerin Fransız malı ürünlere yönelik tutumlarına dair bir araştırma. 18. Ulusal Pazarlama Kongresi, Kars, 576-585.
• HAIR, J. F., BLACK, W. C., BABIN, B. J. ve ANDERSON, R. E. (2013). Multivariate data analysis. 7th Edition, Pearson, America.
• HESLOP, L. A., LU, I. R. R. ve CRAY, D. (2008). Modeling country image effects through an international crisis. International Marketing Review, 25(4), 354-378.
• HONG, S. ve WYER, R. S. (1990). Determinants of product evaluation: Effects of the time interval between knowledge of a product's country of origin and information about its specific attributes. Journal of Consumer Research, 17(3), 277-288.
• HUANG, Y., PHAU, I. ve LIN, C. (2010). Consumer animosity, economic hardship, and normative influence: How do they affect consumers' purchase intention? European Journal of Marketing, 44(7/8), 909-937.
• HUI, M. K. ve ZHOU, L. (2002). Linking product evaluations and purchase intention for country-of-origin effects. Journal of Global Marketing, 15(3/4), 95-116.
• Hürriyet. (2003). ABD ve İngiliz mallarına boykot kampanyası. 17.04.2018 tarihinde http://www.hurriyet.com.tr/gundem/abd-ve-ingiliz-mallarina-boykot-kampanyasi-38447313 adresinden alınmıştır.
• ISHII, K. (2009). Nationalistic sentiments of Chinese consumers: The effects and determinants of animosity and consumer ethnocentrism. Journal of International Consumer Marketing, 21(4), 299-308.
• JUNG, K., S. H. ANG, S. M. Leong, TAN, S. J., PORPITAKPAN, C. ve KAU, A. K. (2002). A typology of animosity and its cross-national validation. Journal of Cross-Cultural Psychology, 33(6), 525-539.
• KAN, G., CLIQUET, G. ve GALLO, M. P. (2014). The effect of country image on hypermarket patronage intention. International Journal of Retail & Distribution Management, 42(2), 106-130.
• KELLER, K. (2003). Brand synthesis: The multidimensionality of brand knowledge. Journal of Consumer Research, 29, 595-600.
• KEMPF, D. S. (1999). Attitude formation from product trial: Distinct roles of cognition and affect for hedonic and functional products. Psychology and Marketing, 16(1), 35-50.
• KILBOURNE, W. E. (1986). An exploratory study of sex role stereotyping on attitudes toward magazine advertisements. Journal of the Academy of Marketing Science, 14(4), 43-46.
• KİRACI, H. (2017). Ülkeler arasındaki düşmanlıkların tüketicilere yansıması: Tüketici düşmanlığı kavramı üzerine kavramsal bir çalışma. Journal of Human Sciences, 14(2), 1711-1735.
• KİRACI, H. ve KAYABAŞI, A. (2018). Tüketicilerin hissettikleri farklı düşmanlık türlerinin satın almama niyeti üzerindeki etkisi: Türk tüketicilerinin Amerika düşmanlığı üzerine bir araştırma. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 31, 203-214.
• KLEIN, J. G. (2002). Us versus them, or us versus everyone? Delineating consumer aversion to foreign goods. Journal of International Business Studies, 33(2), 345-363.
• KLEIN, J. G., ETTENSON, R. E. ve MORRIS, M. D. (1998). The animosity model of foreign product purchase: An empirical test on the People's Republic of China. Journal of Marketing, 62 (1), 89-100.
• KOUBAA, Y. (2008). Country of origin, brand image perception, and brand image structure. Asia Pacific Journal of Marketing and Logistics, 20(2), 139-155.
• LADA, S., SIDIN, S. M. D. ve CHENG, K. T. G. (2014). Moderating role of product involvement on the relationship between brand personality and brand loyalty. Journal of Internet Banking and Commerce, 19(2), 1-16.
• LALA, V., ALLRED, A. T. ve CHAKRABORTY, G. (2009). A multidimensional scale for measuring country image. Journal of International Consumer Marketing, 21(1), 51-66.
• LEONG, S. M., COTE, J. A., ANG, S. H., TAN, S. J., JUNG, K., KAU, A. K. ve Pornpitakpan, C. (2008). Understanding consumer animosity in an international crisis: Nature, antecedents, and consequences. Journal of International Business Studies, 39, 996-1009.
• MAHER, A. A. ve CARTER, L. L. (2011). The affective and cognitive components of country image: Perceptions of American products in Kuwait. International Marketing Review, 28(6), 559-580.
• MOLLA, A. (2009). Soğuk savaş sonrası Körfez Krizleri ve Türkiye ABD NATO ilişkileri. Akademik Fener, 29-45.
• MUTLU, H. M., ÇEVİKER, A. ve ÇİRKİN, Z. (2011). Tüketici etnosentrizmi ve yabancı ürün satın alma niyeti: Türkiye ve Suriye üzerine karşılaştırmalı analiz. Sosyo Ekonomi, 51-74.
• NAGASHIMA, A. (1970). A comparison of Japanese and U.S. attitudes toward foreign products. Journal of Marketing, 34(1), 68-74.
• NAGASHIMA, A. (1977). A comparative "made in" product image survey among Japanese businessmen. Journal of Marketing, 41(3), 95-100.
• NIJSSEN, E. J. ve DOUGLAS, S. P. (2004). Examining the animosity model in a country with a high level of foreign trade. International Journal of Research in Marketing, 21(1), 23-38.
• OKECHUKU, C. ve WANG, G. (1988). The effectiveness of Chinese print advertisements in North America. Journal of Advertising Research, 28, 25-34.
• ORBAIZ, L. V. ve PAPADOPOULOS, N. (2003). Toward a model of consumer receptivity of foreign and domestic products. Journal of International Consumer Marketing, 15(3), 101-126.
• ÖZDAMAR, K. (2004). Paket programlar ve istatistiksel veri analizi 1. 1. Baskı, Kaan Kitapevi, Eskişehir.
• ÖZER, A. ve DOVGANİUC, O. (2013). Gösteriş amaçlı ürünlerin satın alınmasında ülke orijini ve tüketici etnosentrizmi etkisi. Pazarlama ve Pazarlama Araştırmaları Dergisi, 11, 61-80.
• ÖZTÜRK, S. A., DOĞAN ÇIFTÇI, S., ABBAS, M., ÖGEL, S. ve GÜMÜŞ, C. (2017). Bilmek mi sevmek mi? Bilişsel ve duygusal ülke imajının ürün imajı ve satın alma niyetindeki etkisi üzerine kültürler arası bir çalışma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 19, 79-102.
• PAPADOPOULOS, N., HESLOP, L. A. ve the IKON Research Group (2000). A cross-national and longitudinal study of product-country images with a focus on the U.S. and Japan. Marketing Science Institute Report, 00-106: 67.
• PARAMESWARAN, R. ve PISHARODI, M. R. (2002). Assimilation effects in country image research. International Marketing Review, 19, 259-278.
• PARAMESWARAN, R. ve PISHARODI, R. M. (1994). Facets of country of origin image: An empirical assessment. Journal of Advertising, 23(1), 43-56.
• PEREIRA, A., HSU, C. C. ve KUNDU, S. K. (2005). Country-of-Origin image: Measurement and cross-national testing. Journal of Business Research, 58, 103-106.
• PETERSON, R. A. ve JOLIBERT, A. J. P. (1995). A meta-analysis of country-of-origin effects. Journal of International Business Studies, 26(4), 883-900.
• PHARR, J. M. (2005). Synthesizing country-of-origin research from the last decade: is the concept still salient in an era of global brands? Journal of Marketing Theory and Practice, 13(4), 34-45.
• PISHARODI, R. M. ve PARAMESWARAN, R. (1992). Confirmatory factor analysis of a country-of-origin scale: initial results. Advances in Consumer Research, 19, 706-714.
• PODOSHEN, J. S. (2005). Acculturation, ethnic conflict and equity theory: The American Jewish consumer. (Unpublished Ph.D. Dissertation), Temple University.
• RIEFLER, P. ve DIAMANTOPOULOS, A. (2007). Consumer animosity: A literature review and a reconsideration of its measurement. International Marketing Review, 24(1), 87-119.
• ROSE, M., ROSE, G. M. ve SHOHAM, A. (2009). The impact of consumer animosity on attitudes towards foreign goods: A study of Jewish and Arab Israelis. Journal of Consumer Marketing, 26(5), 330-339.
• ROTH, K. P. ve DİAMANTOPOULOS, A. (2009). Advancing the country image construct. Journal of Business Research, 62(7), 726-740.
• RUSSELL, D.W. ve RUSSELL, C.A. (2006). Explicit and implicit catalysts of consumer resistance: The effects of animosity, cultural salience and country-of-origin on subsequent choice. International Journal of Research in Marketing, 23(3), 321-331.
• SCHOOLER, R. (1971). Bias phenomena attendant to the marketing of foreign goods in the U.S. Journal of International Business Studies, 2(1), 71-80.
• SHIMP, T. A. (1984). Consumer ethnocentrism - the concept and a preliminary empirical test. Advances in Consumer Research, 11, 285-290.
• SHIMP, T. A., DUNN, T. H. ve KLEIN, J. G. (2004). Remnants of the U.S. Civil War and modern consumer behavior. Psychology and Marketing, 21, 75-92.
• SHIN, M. (2001). The animosity model of foreign product purchase revisited: Does it work in Korea. Journal of Empirical Generalisations in Marketing Science, 6(1), 1-14.
• SHOHAM, A., GAVISH, Y. ve ROSE, G. M. (2016). Consequences of consumer animosity: A meta-analytic integration. Journal of International Consumer Marketing, 28(3), 185-200.
• SUN, Q. ve PASWAN, A. (2011). Country branding using product quality. Journal of Brand Management, 19(2), 143-157.
• TIAN, S., ve PASADEOS, Y. (2012). A revised model of animosity: The impact of anti-Japanese sentiment on consumer behavior in China. Journal of Current Issues & Research in Advertising, 33(2), 170-191.
• TINSLEY, H. E. ve TINSLEY, D. J. (1987). Uses of factor analysis in counseling psychology research. Journal of Counseling Psychology, 34(4), 414-424.
• TÜİK. (2018). 22.01.2018 tarihinde http://www.tuik.gov.tr/UstMenu.do ?metod=temelist adresinden alınmıştır.
• ULGADO, F. M. ve LEE, M. (1998). The Korean versus American marketplace: Consumer reactions to foreign products. Psychology & Marketing, 15(6), 595-614.
• ÜNAL, S. (2017). The mediating role of product familiarity in consumer animosity. Journal of Accounting & Marketing, 6(4), 1-11.
• VERLEGH, P. W. J. ve STEENKAMP, J-B. E. M. (1999). A review and meta-analysis of country-of-origin research. Journal of Economic Psychology, 20(5), 521-546.
• WOOD, V. R. ve DARLING, J. R. (1993). The marketing challenges of the newly independent republics: Product competitiveness in global markets. Journal of International Marketing, 1(1), 77-102.
• ZAJONC, R. B. (1980). Feeling and thinking: Preferences need no inferences. American Psychologist, 35(2), 151-175.
• ZAJONC, R. B. ve MARKUS, H. (1982). Affective and cognitive factors in preferences. Journal of Consumer Research, 9(2), 123-131.