Conceptualizing Inter-Attitudinal Conflict in Consumer Response to Foreign Brands

Abstract

Few studies in the product-country image literature focus on negative imagery; most studies emphasize positive imagery such as product quality. The phenomenon of negative product or brand imagery is complex, but has become particularly relevant in the era post 9-11 and post-invasion of Iraq. The purpose of this study is to contribute to the literature by investigating the formation of consumption and non-consumption responses to brands of foreign origin. The study adds to existing insights by integrating the concepts of consumer ethnocentrism, antiglobalization and consumer animosity in a conceptual framework and in a set of propositions describing consumer preference for, or resistance to, foreign brands.

Key Words:

• International marketing
• consumer behavior
• brands