Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products

Alım Yılmaz; Rasim Serdar Kurdoğlu

doi:10.21121/eab.1101907

Research Article

Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products

Year 2023, Volume: 23 Issue: 2, 247 - 264, 10.05.2023

Alım Yılmaz Rasim Serdar Kurdoğlu

https://doi.org/10.21121/eab.1101907

Abstract

The marketing literature lacks a thorough understanding of how emotions change purchase intentions of ethnocentric consumers' when there are two different nationality signals about the product evaluated (i.e., product nationality signal vs brand nationality signal). To address this gap, we focus on how ethnocentric consumers' purchase intentions for national icon products (product nationality signal) change due to emotional states. Drawing on signaling theory, social identity theory, and the psychology literature on emotions, we carried out an empirical study (mixed-design ANOVA) with ethnocentric consumers to test whether anger and sadness change purchasing intentions for fictitious brands across two different product types (national icon product vs non-national icon product). The regression analysis indicates that when ethnocentric consumers are induced to feel anger, their purchase intentions for national icon products decrease significantly when the product has a foreign brand image. Because incidental anger triggers stereotypical reasoning, angry ethnocentric consumers seem to focus on brand image rather than the product class (i.e., national icon products) signaling a nation’s heritage. Our study displays the powerful impact of the incidental emotions on the ethnocentric consumer judgment and decision making regarding the brand quality and purchase intention for brands with foreign vs domestic images.

Keywords

Emotions and Decision Making, Ethnocentrism, National Icon Products, Purchase Intentions

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Year 2023, Volume: 23 Issue: 2, 247 - 264, 10.05.2023

Alım Yılmaz Rasim Serdar Kurdoğlu

https://doi.org/10.21121/eab.1101907

Abstract

References

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Erdem, T., & Swait, J. (2004). Brand Credibility, Brand Consideration, and Choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
Escadas, M., Jalali, M. S., & Farhangmehr, M. (2020). What goes around comes around: The integrated role of emotions on consumer ethical decision-making. Journal of Consumer Behaviour, 19(5), 409–422. https://doi.org/10.1002/cb.1847
Feldman, J. M., & Lynch, J. G. (1988). Self-Generated Validity and Other Effects of Measurement on Belief, Attitude, Intention, and Behavior. Journal of Applied Psychology, 73(3), 421–435. https://doi.org/10.1037/0021-9010.73.3.421
Foo, M. Der. (2011). Emotions and Entrepreneurial Opportunity Evaluation. Entrepreneurship: Theory and Practice, 35(2), 375–393. https://doi.org/10.1111/j.1540-6520.2009.00357.x
George, J. M., & Dane, E. (2016). Affect, emotion, and decision-making. Organizational Behavior and Human Decision Processes, 136, 47–55. https://doi.org/10.1016/j.obhdp.2016.06.004
Ger, G., Belk, R., & Lascu, D. (1993). The Development of Consumer Desire in Marketizing and Developing Economies: The Cases of Romania and Turkey. Advances in Consumer Research, 20, 102–107.
Ger, Güliz. (1999). Localizing in the global village: Local firms competing in global markets. California Management Review, 41(4), 64–83. https://doi.org/10.2307/41166010
Ger, Güliz, Askegaard, S., & Christensen, A. (1999). Experiential Nature of Product-Place Images : Image As a Narrative. NA - Advances in Consumer Research, 26, 165–169.
Ger, Güliz, & Belk, R. W. (1996). Cross-cultural differences in materialism. Journal of Economic Psychology, 17(1), 55–77. https://doi.org/10.1016/0167-4870(95)00035-6
Han, C. M. (2020). Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets. Journal of Consumer Behaviour, 19(5), 463–480. https://doi.org/10.1002/cb.1829
Han, S., Lerner, J. S., & Keltner, D. (2007). Feelings and consumer decision making: The appraisal-tendency framework. Journal of Consumer Psychology, 17(3), 158–168. https://doi.org/10.1016/S1057-7408(07)70023-2
Heinberg, M., Ozkaya, H. E., & Taube, M. (2016). A brand built on sand: Is acquiring a local brand in an emerging market an ill-advised strategy for foreign companies? Journal of the Academy of Marketing Science, 44(5), 586–607. https://doi.org/10.1007/s11747-015-0452-7
Herz, M., & Diamantopoulos, A. (2017). I use it but will tell you that i don’t: Consumers’ Countiy-of-origin cue usage Denial. Journal of International Marketing, 25(2), 52–71. https://doi.org/10.1509/jim.16.0051
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Hustvedt, G., Carroll, K. A., & Bernard, J. C. (2013). Consumer ethnocentricity and preferences for wool products by country of origin and manufacture. International Journal of Consumer Studies, 37(5), 498–506. https://doi.org/10.1111/ijcs.12015
Janda, S., & Rao, C. P. (1997). The Effect of Country-of- Origin Related Stereotypes and Personal Beliefs. Psychology & Marketing, 14(7), 689–702.
Kemper, T. D., & Lazarus, R. S. (1992). Emotion and Adaptation. Contemporary Sociology, 21(4), 522. https://doi.org/10.2307/2075902
Khatoon, S., & Rehman, V. (2021). Negative emotions in consumer-brand relationship: A review and future research agenda. International Journal of Consumer Studies, (August 2020), 1–31. https://doi.org/10.1111/ijcs.12665
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Details

Primary Language	English
Subjects	Business Administration
Journal Section	Research Article
Authors	Alım Yılmaz 0000-0003-2774-8337 Rasim Serdar Kurdoğlu 0000-0003-4930-1261
Early Pub Date	May 4, 2023
Publication Date	May 10, 2023
Acceptance Date	March 1, 2023
Published in Issue	Year 2023 Volume: 23 Issue: 2

Cite

APA	Yılmaz, A., & Kurdoğlu, R. S. (2023). Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products. Ege Academic Review, 23(2), 247-264. https://doi.org/10.21121/eab.1101907
AMA	Yılmaz A, Kurdoğlu RS. Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products. ear. May 2023;23(2):247-264. doi:10.21121/eab.1101907
Chicago	Yılmaz, Alım, and Rasim Serdar Kurdoğlu. “Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products”. Ege Academic Review 23, no. 2 (May 2023): 247-64. https://doi.org/10.21121/eab.1101907.
EndNote	Yılmaz A, Kurdoğlu RS (May 1, 2023) Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products. Ege Academic Review 23 2 247–264.
IEEE	A. Yılmaz and R. S. Kurdoğlu, “Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products”, ear, vol. 23, no. 2, pp. 247–264, 2023, doi: 10.21121/eab.1101907.
ISNAD	Yılmaz, Alım - Kurdoğlu, Rasim Serdar. “Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products”. Ege Academic Review 23/2 (May 2023), 247-264. https://doi.org/10.21121/eab.1101907.
JAMA	Yılmaz A, Kurdoğlu RS. Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products. ear. 2023;23:247–264.
MLA	Yılmaz, Alım and Rasim Serdar Kurdoğlu. “Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products”. Ege Academic Review, vol. 23, no. 2, 2023, pp. 247-64, doi:10.21121/eab.1101907.
Vancouver	Yılmaz A, Kurdoğlu RS. Brand Foreignness and Anger Decrease Purchase Intentions of Ethnocentric Consumer for National Icon Products. ear. 2023;23(2):247-64.

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