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Individualism, collectivism, and consumer animosity in emerging Asia: evidence from Korea

Title
Individualism, collectivism, and consumer animosity in emerging Asia: evidence from Korea
Author
한충민
Keywords
Individualism; Collectivism; Consumer animosity; Asian consumers; Japanese animosity
Issue Date
2017-07
Publisher
EMERALD GROUP PUBLISHING LTD
Citation
JOURNAL OF CONSUMER MARKETING, v. 34, no. 4, page. 359-370
Abstract
Purpose-This study aims to investigate how the consumer values of individualism and collectivism (IC) affect consumer animosity toward foreign brands in emerging Asia. Design/methodology/approach-Surveys were conducted with Korean consumers on their animosity toward Japanese brands. Findings-The study found that the IC value can precede consumer animosity and also moderate the effects of consumer animosity on purchase intentions. When horizontal and vertical dimensions of IC were examined, collectivism and vertical individualism were found to have strong effects on consumer animosity. In addition, both horizontal and vertical individualism negatively moderated the consumer animosity effects. Research limitations/implications-The findings suggest that future consumers in Asia and perhaps other emerging countries as well may be less affected by consumer animosity in brand choice as they become more Westernized and individualistic. Originality/value-This study may enhance the understanding on changing consumer animosity and behavior in emerging countries in general.
URI
https://www.emerald.com/insight/content/doi/10.1108/JCM-09-2016-1937/full/htmlhttps://repository.hanyang.ac.kr/handle/20.500.11754/114859
ISSN
0736-3761; 2052-1200
DOI
10.1108/JCM-09-2016-1937
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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