The Impact of Consumer Animosity, Individualism-Collectivism and Cosmopolitanism on Japanese Brand Evaluation

Abstract

This study divided brand evaluation into three dimensions: perceived brand quality, brand attitude and purchase intention, found that the relationship among consumer animosity, consumer individualism-collectivism, consumer cosmopolitanism and Japanese brand evaluation.And how individualism and collectivism as social psychology factors moderate the relationship between consumer animosity and brand evaluation.Finalsampleconsistedof473individualsfromChinaofdifferentagegroups,occupations, income levels and education levels were analyzed by SPSS. The results indicated that consumer animosity has negatively effect on Japanese brand evaluation. The stronger consumer cosmopolitanism, the higher evaluation of Japanese brand. Collectivistic consumers have higher animosity and lower cosmopolitanism than individualistic consumers, so they have lower evaluation of Japanese brand, so consumer collectivism hasmorepositivelyeffectofconsumeranimosityonbrandevaluation.Besides,this paper also found cosmopolitanism has no influence on consumer animosity, and the moderator effect of consumer animosity on Japanese brand evaluation is non-significant. Keywords: Consumer animosity,Individualism - Collectivism, Cosmopolitanism, Brand evaluation