A conceptual investigation into the effects of cultural animosity on Middle Eastern consumers' purchase intentions

A conceptual investigation into the effects of cultural animosity on Middle Eastern consumers'... Purpose – The purpose of this paper is to outline a conceptual model for the investigation of cultural animosity and its effects on purchasing intentions in the Middle East. Design/methodology/approach – The proposed methodology consists of three well‐known Western (preferably American) franchises being evaluated based on survey research of local Middle Eastern consumers. Data are collected and compared for the three franchises with emphasis implied within the survey on the invasion of Iraq (2003). Respondents are compared based on their individual levels of animosity and how that animosity translates into purchasing intentions. Findings – The paper proposes a direct link between brand perceptions/brand equity and Middle Eastern consumers' purchasing intentions with a moderating influence of cultural animosity and individualism/risk propensity. Practical implications – In response to an increasingly hostile geopolitical environment, it is important for marketers to assess political animosities in consumer‐brand perceptions and purchase intentions. Deeper investigation of this phenomenon may provide helpful tips for managers to assess the impact of animosity on brand image abroad. Originality/value – The conceptual framework integrates extant literature on brand perceptions into an emerging market context (i.e. the Middle East). The Middle Eastern consumer market has received surprisingly limited attention by marketing researchers as a whole, and branding researchers in particular. This paper attempts to bridge the gap for future research in the area. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

A conceptual investigation into the effects of cultural animosity on Middle Eastern consumers' purchase intentions

Journal of Islamic Marketing, Volume 2 (1): 9 – Mar 29, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1759-0833
D.O.I.
10.1108/17590831111115204
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to outline a conceptual model for the investigation of cultural animosity and its effects on purchasing intentions in the Middle East. Design/methodology/approach – The proposed methodology consists of three well‐known Western (preferably American) franchises being evaluated based on survey research of local Middle Eastern consumers. Data are collected and compared for the three franchises with emphasis implied within the survey on the invasion of Iraq (2003). Respondents are compared based on their individual levels of animosity and how that animosity translates into purchasing intentions. Findings – The paper proposes a direct link between brand perceptions/brand equity and Middle Eastern consumers' purchasing intentions with a moderating influence of cultural animosity and individualism/risk propensity. Practical implications – In response to an increasingly hostile geopolitical environment, it is important for marketers to assess political animosities in consumer‐brand perceptions and purchase intentions. Deeper investigation of this phenomenon may provide helpful tips for managers to assess the impact of animosity on brand image abroad. Originality/value – The conceptual framework integrates extant literature on brand perceptions into an emerging market context (i.e. the Middle East). The Middle Eastern consumer market has received surprisingly limited attention by marketing researchers as a whole, and branding researchers in particular. This paper attempts to bridge the gap for future research in the area.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Mar 29, 2011

Keywords: Middle East; Consumer behaviour; National cultures; Brand equity; Country of origin

References

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