Articlediamond2020

Between love and boycott: a story of dual origin brands

Dalia Abdelwahab · Nadia Jiménez · Sonia San Martín Gutiérrez · Jana Prodanova

26 citations0/0 files storedSpanish Journal of Marketing - ESIC

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Wine Industry and Tourism

Abstract

Purpose This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region. Design/methodology/approach The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations. Findings After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1986Self-Reports in Organizational Research: Problems and Prospects 2001Accounting for common method variance in cross-sectional research designs.1982Social Psychology of Intergroup Relations 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2011Specification, evaluation, and interpretation of structural equation models 2007A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents

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