The impact of animosity, brand image, consumer boycott, and product judgment on made-in-China covid-19 vaccination intention

Abstract

This study measures consumers’ intention to receive the Covid-19 vaccine using an international marketing approach. Vaccination intention was tested by analysing animosity, consumer boycott, brand image, and product judgment, which had dropped from the attention of marketing researchers. Data was collected in Malang, in Indonesia. participants were selected using an online convenient sampling method. There were eight hypotheses examined. Data was processed using exploratory factor analysis and structural equation models. The results showed that animosity has positive impact on consumer boycott and a negative impact on brand image. Consumer boycott, brand image, and product judgment was significantly affected vaccination intention.

Keywords:

• Animosity
• Covid-19
• health marketing
• international marketing
• made in China
• product judgment
• social marketing
• vaccination intention

Disclosure statement

No potential conflict of interest was reported by the author(s).