Does cultural similarity matter? Extending the animosity model from a new perspective
Abstract
Purpose
This research seeks to extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment and willingness to buy foreign products.
Design/methodology/approach
Empirical data were collected from a sample (n=225) of Taiwanese consumers. The data analysis used bivariate correlations, repeated general linear modeling, and structural equation modeling.
Findings
Cultural similarity between consumers' home country (region) and a foreign product's country of origin has: a positive impact on consumers' product evaluation and willingness to buy foreign products; a weakening effect on the negative impact of war and economic animosity on willingness to buy foreign products; and a weakening effect on the negative impact of consumer ethnocentrism on their willingness to buy foreign products.
Originality/value
This study not only enriches the animosity model of foreign product purchase, but also offers additional insights for international market entry and international marketing strategies.
Keywords
Citation
Ma, J., Wang, S. and Hao, W. (2012), "Does cultural similarity matter? Extending the animosity model from a new perspective", Journal of Consumer Marketing, Vol. 29 No. 5, pp. 319-332. https://doi.org/10.1108/07363761211247442
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited