An examination of ethnic-based consumer ethnocentrism and consumer animosity
Purpose The purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic g...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing Limited
2020
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/86295/6/10-1108_JIMA-08-2019-0165.pdf http://irep.iium.edu.my/86295/ https://www.emerald.com/insight/content/doi/10.1108/JIMA-08-2019-0165/full/html |
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| Summary: | Purpose
The purpose of this study is to investigate the effects of consumer ethnocentrism and consumer animosity at the ethnic level. This study examines both effects on an ethnic majority’s consumption of an ethnic minority’s products and services, focusing on the relationship between two ethnic groups in Malaysia.
Design/methodology/approach
The relationship between the constructs were analyzed using the co-variance-based structural equation modeling techniques with analysis of a moment structures version 21. Self-administered questionnaires were obtained from 325 Malay respondents in 2 Malaysian cities.
Findings
The results suggest that ethnic-based consumer ethnocentrism can negatively affect product judgment and product judgment can affect consumers’ willingness to buy. Two significant findings were rejected as the directions of the results were not as hypothesized.
Research limitations/implications
Future research could study other ethnic groups of different countries using specific ethnic related products and/or brands.
Originality/value
This research suggests that ethnic-based ethnocentrism and ethnic-based animosity are important factors for businesses to consider as both can affect ethnic consumers’ purchasing behavior. Depending on ethnic consumers’ perception toward a brand, a manager may face either an opportunity or a challenge.
Acknowledgements
This study is funded by the International Islamic University Malaysia Research Initiative Grant Scheme Research IIUM RIGS17-009-0584. The authors would like to thank the University for generously funding the research. |
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