The Effects of Country-of-Origin Image, Consumer Ethnocentrism, and Animosity upon Foreign Product Purchases

Abstract

It’s no surprise that the survival of a manufacturing firm is largely dependent upon the consumer’s acceptance and purchase of its products. The effects of globalization and the expanding accessibility of markets worldwide have increased the potential customer base for most companies. It continues to be imperative for marketing managers to accurately assess consumer product perceptions to forecast foreign market entry acceptance and develop some form of competitive advantage that will be sustainable over the long run. Despite the apparent relevance and importance of analyzing consumer product perceptions, there is a lack of research in modeling the relationships between primary antecedents that influence consumers’ receptivity toward foreign products. Building on past research, this study attempts to further the understanding of three antecedents (country-of-origin image, consumer ethnocentrism and animosity) by comparing their effects upon consumers’ evaluation of, attitude towards, and willingness to buy foreign products. In additional to testing the conceptual framework, a cross-cultural comparison of U.S. and Chinese respondents is discussed to evaluate cultural differences and their effects upon consumer behavior.