Articlehybrid2022

Effect of consumer animosity on boycott campaigns in a cross-cultural context: Does consumer affinity matter?

Changju Kim · Xiuyan Yan · Jungkeun Kim · Shinichiro Terasaki · Hiroyasu Furukawa

64 citations0/0 files storedJournal of Retailing and Consumer Services

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

Global companies have often suffered from unexpected boycott campaigns in foreign markets owing to consumer animosity toward a country of origin. This study aims to empirically investigate how consumer animosity (toward economic sanctions) and affinity predict consumer boycotts. We conduct a country comparison, employing the PROCESS macro to test the moderated mediation hypothesis, using data from 571 and 500 consumers in South Korea and Japan, respectively. The results find a negative indirect effect of animosity on purchase amount via boycott attitude and intention in both countries. The direct impact of animosity on purchase amount (in the case of South Korea) and the moderated mediation effect of consumer affinity (in the case of Japan) are partially supported. Therefore, the offsetting influence of consumer affinity in mitigating the effects of consumer animosity in the context of boycott campaigns is highlighted, offering novel managerial implications.

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References

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Cited by

2022Do you punish or forgive socially responsible companies? A cross-country analysis of boycott campaigns 2023Perceived brand localness of foreign brands and its impacts on brand trust and purchase intentions in developing countries in Asia: a social identity theory perspective 2024How consumer animosity drives anti-consumption: A multi-country examination of social animosity 2023Critical perspective on consumer animosity amid Russia-Ukraine war 2026Logistics service quality, consumer trust, and product judgments in cross-border e-commerce

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