کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1000696 937041 2009 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Iranian consumer animosity and U.S. products: A witch's brew or elixir?
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Iranian consumer animosity and U.S. products: A witch's brew or elixir?
چکیده انگلیسی

This research investigates the animosity of more than 900 Iranian consumers toward the U.S. and their propensity to purchase U.S.-made products/brands in the context of a prolonged hostility between the two countries. Our results suggest that the antecedent demographic variables of education, age and foreign travel experience are inversely related to consumer animosity whereas women and students tend to hold greater consumer animosity feelings than men and non-students. Additionally we found a strong and significant inverse relationship between Iranian consumer animosity and intention to buy U.S.-made products, but no moderating effects based upon product importance or product necessity were uncovered in our consumer animosity model. The major managerial implications of our study are threefold: (1) MNCs are well advised not to ignore or underestimate the economic value of hostile markets; (2) within hostile markets, MNCs ought to be proactive and pursue alternative oversight strategies when constrained by national institutions; and (3) local and foreign competitors may exploit such animosity to better position their own products against the products of a country that is a target of consumers’ animosity.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: International Business Review - Volume 18, Issue 2, April 2009, Pages 199–210
نویسندگان
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