The Relevance between Consumer Animosity and Country of Origin Effect with Global Brand Preference of Consumers

Yıl 2023, Cilt: 10 Sayı: 2, 330 - 355, 14.07.2023

Alparslan Özmen , Ayhan Çamcı

https://doi.org/10.17541/optimum.1274845

Öz

Consumer animosity and country of origin effect are the effective subjects of those in consumer choices. The country-of-origin effect and the tendency of animosity has created prejudices to products of certain countries. The knowledge about the country of origin has influenced consumer beliefs, attitudes and perceptions, as well as it has reduced perceived risks and has provided a competitive advantage. Therefore, consumer animosity and country of origin effect are the one of subjects which should be examined both from the perspectives of firms and consumers. The aim of this study is to investigate the relationship between consumer animosity and country of origin effect and global brand preference. University students who are in Afyonkarahisar and İzmir composes the entire population and China and France are considered as target country. Clothing, automobile and cosmetics product groups are assigned as global brand category. This study was conducted with the participation of 407 sample from Afyonkarahisar and 408 ones from İzmir. Findings from the research have shown that consumer animosity towards France and China has negatively affected global brand choices.

Anahtar Kelimeler

Consumer Animosity, Country of Origin Effect, Global Brand Preference

Tüketici Düşmanlığı ve Kaynak Ülke Etkisi ile Tüketicilerin Küresel Marka Tercihi Arasındaki İlişki

Öz

Tüketici düşmanlığı ve kaynak ülke etkisi, tüketicilerin tercihlerinde etkili olan konular arasında yer almaktadır. Kaynak ülke etkisi ve tüketicilerin düşmanlık eğilimi, belirli ülkelerin ürünlerine yönelik önyargılara yol açmaktadır. Kaynak ülke bilgisi; tüketici inançları, tutumları ve algıları üzerinde etkili olmakta ve algılanan riskleri azalttığı gibi, önemli bir rekabet avantajı da sağlamaktadır. Bu nedenle, tüketici düşmanlığı ve kaynak ülke etkisi hem firmalar hem de tüketiciler açısından incelenmesi gereken önemli konular arasında yer almaktadır. Bu çalışmanın amacı, tüketici düşmanlığı ve kaynak ülke etkisi ile küresel marka tercihleri arasındaki ilişkinin incelenmesidir. Araştırmanın evrenini, Afyonkarahisar ve İzmir illerindeki üniversite öğrencileri oluşturmaktadır. Hedef ülke olarak Fransa ve Çin ele alınmıştır. Küresel marka kategorileri; giyim, otomobil ve kozmetik grupları olarak belirlenmiştir. Bu çalışma Afyonkarahisar örnekleminden 407, İzmir örnekleminden 408 araştırmacının katılımıyla gerçekleştirilmiştir. Araştırmadan elde edilen bulgular, tüketici düşmanlığının Fransa ve Çin’e yönelik küresel marka tercihleri üzerinde, olumsuz etki yarattığını göstermektedir.

Anahtar Kelimeler

tüketici Düşmanlığı, Kaynak Ülke Etkisi, Küresel Marka Tercihi

Kaynakça

• Abraham, V. (2013). A Cross-Cultural Investigation of the Effect of Consumer Animosity on Purchase Involvement. International Journal of Business and Social Science, 4 (4), 32-44.
• Aichner, T. (2014). Country-Of-Origin Marketing: A List Of Typical Strategies With Examples. Journal of Brand Management, 21(1), 81-93.
• Akdoğan, M. S., Özgener, S., Kaplan, M. ve Coşkun, 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.
• Alden, D. L., Kelley, J. B., Riefler, P., Lee, J. A., & Soutar, G. N. (2013). The effect of global company animosity on global brand attitudes in emerging and developed markets: does perceived value matter?. Journal of International Marketing, 21(2), 17-38.
• Ang, S. H., Jung, K., Kau, A. K., Leong, S. M., Pornpitakpan, C., & Tan, S. J. (2004). Animosity Towards Economic Giants: What The Little Guys Think. Journal of Consumer Marketing, 21(3), 190–207.
• Ar, A.A. (2004). Marka ve Marka Stratejileri. Ankara: Detay.
• Balıkçıoğlu, B., Koçak, A. ve Özer, A. (2007). Şiddet İçermeyen Bir Eylem Olarak Dolaylı Tüketici Boykotlarının Oluşum Süreci ve Türkiye İçin Değerlendirme. Ankara Üniversitesi SBF Dergisi, 62 (3): 79-100.
• Bilkey, W.J. & Nes, E. (1982). Country Of Origin Effects On Product Evaluation. Journal of International Business Studies, 8, (1), 89-99.
• Burns, C.A. & Bush, R.F. (2015). Pazarlama Araştırması. (Çev: Orel, F.D.), Ankara: Nobel Akademik.
• Cicic, M., Brkic, N., Husic, M. & Agic, E. (2005). The Influence of Animosity, Xenophilia and Ethnoentric Tendencies on Consumers’ Willingness to Buy Foreign Products – The Case of Crotia. 34th European Marketing Conference, 24-27 Mayıs, Milano.
• Çapanoğlu, S. ve Servatie, D. (2015). 2015: Fransa’ya Türk göçünün 50’nci yılında Türkiye-Fransa ilişkileri. İktisadi Kalkınma Vakfı.
• Çolakoğlu, S. (2012). Türkiye-Çin İlişkileri: Tek Taraflı Aşk mı? Middle Eastern Analysis/Ortadoğu Analiz, 4(45),53-66.
• Demir, M. Ö. (2011). Risk Algısının Marka Sadakatine Etkisi: Cep Telefonları Kategorisinde Bir Uygulama, Ege Akademik Bakış, 11 (2), 267-276.
• Dimofte, C. V., Johansson, J. K., & Bagozzi, R. P. (2010). Global Brands İn The United States: How Consumer Ethnicity Mediates The Global Brand Effect. Journal Of İnternational Marketing, 18 (3), 81-106.
• Ettenson, Richard & Jill G. Klein (2005). The Fallout from French Nuclear Testing in the South Pacific: A Longitudinal Study of Consumer Boycotts. International Marketing Review, 22 (2), 199–224.
• Funk, C. A., Arthurs, J. D., Treviño, L. J., & Joireman, J. (2010). Consumer Animosity İn The Global Value Chain: The Effect Of İnternational Production Shifts On Willingness To Purchase Hybrid Products. Journal Of International Business Studies 41(4), 639-651.
• Hacıoğlu G., Eren, S.S., Kurt, G. ve Çelikkan, H. (2013). Tüketicilerin Düşmanlık Hissi ve Etnik Merkezciliği ile Satın Alma Niyeti Arasındaki İlişkiler: Türk Tüketicilerin Fransız Malı Ürünlere Yönelik Tutumlarına Dair Bir Araştırma. 18. Ulusal Pazarlama Kongresi, Kars, 19-22 Haziran, 576-586.
• Hong, M., & Kamaruddin, R. (2020). The Effects of Country of Origin (COO) on Halal Consumption: Evidence from China. Pertanika Journal Social Science & Humanities, 28 (1), 483 – 501.
• https://istatistik.yok.gov.tr/ (Erişim Tarihi: 05.01.2022)
• https://ticaret.gov.tr/yurtdisi-teskilati/avrupa/fransa/ulke-profili (Erişim Tarihi: 02.01.2022).
• https://ticaret.gov.tr/yurtdisi-teskilati/dogu-asya/cin-halk-cumhuriyeti/ulke-profili(Erişim Tarihi: 02.01.2022).
• https://tim.org.tr/tr/raporlar-bilgi-notlari?q=Fransa&p=0 (Erişim Tarihi: 02.01.2022).
• Huang, Yu-An, Ian Phau, & Chad Lin (2010). Consumer Animosity, Economic Hardship, and Normative Influence: How Do They Affect Consumers’ Purchase Intention? European Journal of Marketing, 44 (7/8), 909–37.
• Javed, A., & Hasnu, S. (2013). Impact of Country-of-Origin on Product Purchase Decision. Journal of Marketing and Consumer Research,1, 32-51.
• Jimenez, N. H., & San Martin, S. (2010). The Role Of Country-Of-Origin, Ethnocentrism and Animosity İn Promoting Consumer Trust. The Moderating Role Of Familiarity. International Business Review, 19(1), 34-45.
• Jung, K., Ang, S. E., Leong, S. M., Tan, S. J., Pornpitakpan, C., Kau, A. K. (2002). A Typology of Animosity and Its Cross-National Validation. Journal of Cross-Cultural Psychology, 33 (6), 529-539.
• Klein, J. and Ettenson, R. (1999). Consumer Animosity and Consumer Ethnocentrism: An Analysis Of Unique Antecedents. Journal of International Consumer Marketing,11 (4),5-24.
• Klein, J., Ettenson, R. & Morris, M. (1998). The Animosity Model Of Foreign Product Purchase: An Empirical Test İn The People’s Republic Of China. Journal of Marketing, 62 (1), 89-100.
• 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.
• Leonidou, L.C., Kvasova, O., Christodoulides, P., & Tokar, S. (2019). Personality Traits, Consumer Animosity, and Foreign Product Avoidance: The Moderating Role of Individual Cultural Characteristics. Journal of International Marketing, 27(2), 76-96.
• Liefeld, J.P. (2004). Consumer Knowledge and Use of Country-of-Origin Information at the point of purchase. Journal of Consumer Behaviour, 4(2), 85-96.
• Nakos, G.E., & Hajidimitriou, Y.A. (2007). The Impact of National Animosity on Consumer Purchases, Journal of International Consumer Marketing, 19 (3), 53-72.
• Nes, E. B., Yelkur, R., & Silkoset, R. (2012). Exploring The Animosity Domain And The Role Of Affect İn A Cross-National Context. International Business Review, 21(5), 751-765.
• Nijssen, E. & Douglas, S. (2004). Examining The Animosity Model İn A Country With A High Level Of Foreign Trade. International Journal of Research in Marketing, 21(1), 23-38.
• Okumuş, A. (2010). Bilimsel Araştırma Teknikleri Ortak Ders. Pazarlama İlkeleri (istanbul.edu.tr) (Erişim Tarihi: 12.01.2021).
• Örmeci, O. (2017). Yakın Dönem Türkiye-Fransa İlişkileri: Geleceğe Dair Öngörüler, Beykent Üniversitesi Sosyal Bilimler Dergisi, 10 (1), 152-166.
• Özsomer, A. & Çavuşgil, S.T. (1991). Country of Origin Effects on Product Evaluations: A Sequel to Bilkey and Nes Review. Enhancing Knowledge Development in Marketing, 2, 269-277.
• Öztürk, S.A., Özata, F.Z., Erol, F. (2019). “Tüketici Düşmanlığının Ülke İmajı, Ürün Değerlendirme ve Yabancı Ürün Satın Alma İsteğine Etkisi Üzerine Bir Araştırma”, İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, 6(1), 76-101.
• Parameswaran, R., & 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. & Kundu, S.K. (2005). Country of Origin Image: measurement and cross-national testing. Journal of Business Research, 58(1), 103-106.
• Perviz, L., Geč, T., Vida, I., & Dmitrović, T. (2014). The Origins And Consequences Of Consumer Animosity In Slovenia: A Qualitative Study. Economic & Business Review, 16 (2), 133–161.
• Riefler, P., & Diamantopoulos, A. (2007). Consumer Animosity: A Literature Review And A Reconsideration Of İts Measurement. International Marketing Review, 24 (1), 87–119.
• Rose, M., Rose, G. M., & Shoham, A. (2009). The İmpact Of Consumer Animosity On Attitudes Towards Foreign Goods: A Study Of Jewish And Arab Israelis. Journal Of Consumer Marketing. 26(5), 330-339.
• Sapic, S., Kocić, M., & Filipović, J. (2018). Brand And Consumer Characteristics As Drivers Of Behaviour Towards Global And Local Brands. Zbornik Radova Ekonomskog Fakulteta U Rijeci: Časopis Za Ekonomsku Teoriju İ Praksu, 36(2), 619-645.
• Shimp, T. A., Dunn, T. H. & Klein, J. G. (2004). Remnants of the U.S. Civil War and modern consumer behavior. Psychology and Marketing, 21, 75-92.
• Shoham, A., M. Davidow, J.G. Klein & A. Ruvio (2006). Animosity on the Home Front: The Intifada in Israel and Its Impact on Consumer Behavior. Journal of International Marketing,3 (14), 92- 114.
• Sohail, M.S., & Opoku, R.A. (2016). Applying the Animosity Model in Foreign Product Purchases: Evidence from an Emerging Nation. Journal Of Internatıonal Consumer Marketıng, 28(2), 121–134.
• Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How Perceived Brand Globalness Creates Brand Value. Journal of International Business Studies, 34(1), 53-65.
• Wang, W., He, H., & Li, Y. (2013). Animosity and willingness to buy foreign products: Moderating factors in decision-making of Chinese consumers. Asia Pacific Business Review, 19(1), 32-52.
• Zain, O.M., & Yasin, N.M. (1997). The İmportance Of Country-Of-Origin İnformation And Perceived Product Quality İn Uzbekistan, International Journal Of Retail & Distribution Management, 25(4), 138–145.
• Zhang, Y. (1996). Chinese Consumers’ Evaluation Of Foreign Product: The İnfluence Of Culture, Product Types And Product Presentation Format. European Journal of Marketing, 30 (12), 50-68.