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From boycott to product judgment in the coronavirus era: Chinese products cases

From boycott to product judgment in the coronavirus era: Chinese products cases This study aims to explain the boycott of Chinese product during the COVID-19 crisis. Specifically, this paper attempt to empirically test the influence of boycott on the image brand and foreign product judgment, as well as to testing the influence of brand image on the judgment of these products.Design/methodology/approachData was collected from a stratified random sample (N = 300) of students and was analyzed by using the structural equation modeling method.FindingsThe results show that the boycott negatively influenced the brand image and valuation of foreign products. Also, empirical results confirm that the brand image of foreign products positively influenced consumer judgment.Practical implicationsThe success of foreign products is because of a combination of adaptation and standardization strategies for foreign companies in a local market to resist ace to unexpected economic conditions. These strategies allowed foreign products to penetrate diverse markets and not to be considered as a “foreign” brand which must be boycotted even in health crisis. The internationalization of companies and the opening of subsidiaries in the targeted countries can be considered as a solution for them so that their products will not be boycotted by consumers and consider them as national products.Originality/valueAlthough with the existence of several studies on the boycott of foreign products, little attention has been paid so far to assess its interactions in times of health crisis such as COVID-19 crisis. This study contributes to the existing the literature with a research model based on two theories. This study leads to a better understanding of the role of boycotting foreign products and its impact on the brand image of these products and their judgments by consumers. On the other hand, this study tested the effect of branding on the judgment of boycotted products. Indeed, no study has so far examined the influence of consumer boycotts on the brand image of boycotted products. The authors have already responded to this shortcoming by adding additional tests for verification, robustness and validation of the results obtained. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Law and Management Emerald Publishing

From boycott to product judgment in the coronavirus era: Chinese products cases

International Journal of Law and Management , Volume 63 (3): 12 – Mar 27, 2021

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1754-243X
DOI
10.1108/ijlma-04-2020-0086
Publisher site
See Article on Publisher Site

Abstract

This study aims to explain the boycott of Chinese product during the COVID-19 crisis. Specifically, this paper attempt to empirically test the influence of boycott on the image brand and foreign product judgment, as well as to testing the influence of brand image on the judgment of these products.Design/methodology/approachData was collected from a stratified random sample (N = 300) of students and was analyzed by using the structural equation modeling method.FindingsThe results show that the boycott negatively influenced the brand image and valuation of foreign products. Also, empirical results confirm that the brand image of foreign products positively influenced consumer judgment.Practical implicationsThe success of foreign products is because of a combination of adaptation and standardization strategies for foreign companies in a local market to resist ace to unexpected economic conditions. These strategies allowed foreign products to penetrate diverse markets and not to be considered as a “foreign” brand which must be boycotted even in health crisis. The internationalization of companies and the opening of subsidiaries in the targeted countries can be considered as a solution for them so that their products will not be boycotted by consumers and consider them as national products.Originality/valueAlthough with the existence of several studies on the boycott of foreign products, little attention has been paid so far to assess its interactions in times of health crisis such as COVID-19 crisis. This study contributes to the existing the literature with a research model based on two theories. This study leads to a better understanding of the role of boycotting foreign products and its impact on the brand image of these products and their judgments by consumers. On the other hand, this study tested the effect of branding on the judgment of boycotted products. Indeed, no study has so far examined the influence of consumer boycotts on the brand image of boycotted products. The authors have already responded to this shortcoming by adding additional tests for verification, robustness and validation of the results obtained.

Journal

International Journal of Law and ManagementEmerald Publishing

Published: Mar 27, 2021

Keywords: Brand image; Boycott; Coronavirus; Product judgment; Additional tests; Structural equation method

References