Article2021

Consumer brand engagement in the US–China trade war

Yi Hsuan Lee · Chiou‐Fong Wei · Bruce C.Y. Lee · Ya-Yun Cheng · Yao Chen

9 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose This study examines whether consumer brand engagement (CBE) can mitigate the negative effects of economic animosity (EA) on purchase intention (PI) and strengthen the positive effect of country-of-origin (COO) on PI. Design/methodology/approach Using questionnaires distributed to 372 young Chinese adults, the study collected PI data for US products in the Chinese market. Partial least square structural equation modeling was adopted. Findings This study found a positive relationship between COO and CBE and a negative relationship between EA and CBE. CBE exhibits a partial mediating effect in the relationship between COO and PI and a full suppression effect on EA toward PI. Research limitations/implications This research is limited to China; future research could extend this framework to the United States. Practical implications This study contributes to relationship marketing knowledge. Furthermore, it provides new tools for multinational corporations to deploy their marketing strategies and avoid negative consequences stemming from the EA effect in the Chinese market following the US–China trade war. Originality/value This study is the first to extend COO and EA research to CBE discipline.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988Structural equation modeling in practice: A review and recommended two-step approach.1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2014Partial least squares structural equation modeling (PLS-SEM)1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics 2014Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation 2011Consumer engagement in a virtual brand community: An exploratory analysis 2012Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies

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