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Investigating the impact of consumers’ patriotism and ethnocentrism on purchase intention: Moderating role of consumer guilt and animosity
Institution:1. Institute of Management and Technology, Ghaziabad, India;2. Department of Management, University of Bologna, Italy;3. ICFAI Business School, Gurugram, India;1. Department of Management Sciences, COMSATS University Islamabad, Lahore Campus, Pakistan;2. Department of Organization, Work and Technology, Lancaster University Management School, Lancaster University, United Kingdom;1. School of Management, Xi''an Jiaotong University, No 28 West Xianning Road, Xi''an 710049, Shaanxi, PR China;2. Business School, The University of Queensland, St Lucia, QLD 4072, Australia;3. School of Management, Guangzhou University, West Waihuan Road, Higher Education Mega Center, Guangzhou, PR China;1. Robert W. Plaster School of Business, Missouri Southern State University, USA;2. DeVille School of Business, Walsh University, 2020 East Maple, North Canton, OH 44720, USA;3. School of Management, University of Michigan-Flint, 303 E. Kearsley Street, Flint, MI 48502, USA;1. School of Public Administration, Dongbei University of Finance and Economics, Dalian, Liaoning 116025, China;2. Institute of Business Management and Administrative Sciences, The Islamia University of Bahawalpur, Pakistan;3. Department of Marketing, G. Brint Ryan College of Business, University of North Texas, Denton, TX, USA;4. EM Strasbourg Business School, University of Strasbourg, HuManiS (UR 7308), Strasbourg, France;1. Bayes Business School, City University, 106 Bunhill Row, London EC1Y 8TZ, United Kingdom;2. Southampton Business School. University of Southampton, Building 2, 12 University Road, Highfield, Southampton SO17 1BJ, United Kingdom
Abstract:The present study aims to examine how consumer guilt and consumer animosity, as moderators, can impact consumers' purchase intention toward domestic products. A total of 385 responses were used to test the proposed relationship. PROCESS macro was used to examine the mediating and moderating relationships. The present study provides guidance to international marketers on why and how they should do extra efforts to mitigate guilt feeling. The study contributes to the growing body of literature on consumer ethnocentrism by investigating moderating role of consumer guilt and consumer animosity.
Keywords:Consumer guilt  Consumer animosity  Consumer ethnocentrism  Patriotism  Consumer purchase intentions
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