Abstract
Purpose: Consumer animosity in the wake of Russia-Ukraine war has gained significance in consumer behavior research. In this line, this study aimed at examining (1) the critical influence of consumer animosity in developing brand attitude and its ensuing outcomes—brand boycott behavior and brand-country image, (2) the moderating role of perceived intrusiveness on the relationship between consumer animosity and brand attitude, and (3) the moderating role of altruism between brand attitude and behavioral outcomes.
Design/Methodology/Approach: Using the data obtained from 411 European consumers, data analysis was performed using structural equation modeling (SEM) to examine the proposed relationships.
Findings: The findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Further, we validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand country image.
Limitations and Implications: This study offers theoretical, practical and policy implications in international marketing domain. We acknowledged a few shortcomings and made some recommendations for future research.
Originality: In the context of the Russian-Ukraine War, we provide critical perspective on how novel conceptual framework based on consumer animosity. In the current scenario, we investigated how European customers' animosity to Russian brands develops their adverse attitudes. We also highlighted the alternatives to Russian brands when they were boycotted during the Russia-Ukraine war.
Design/Methodology/Approach: Using the data obtained from 411 European consumers, data analysis was performed using structural equation modeling (SEM) to examine the proposed relationships.
Findings: The findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Further, we validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand country image.
Limitations and Implications: This study offers theoretical, practical and policy implications in international marketing domain. We acknowledged a few shortcomings and made some recommendations for future research.
Originality: In the context of the Russian-Ukraine War, we provide critical perspective on how novel conceptual framework based on consumer animosity. In the current scenario, we investigated how European customers' animosity to Russian brands develops their adverse attitudes. We also highlighted the alternatives to Russian brands when they were boycotted during the Russia-Ukraine war.
| Original language | English |
|---|---|
| Pages (from-to) | 49-70 |
| Number of pages | 22 |
| Journal | Critical Perspectives on International Business |
| Volume | 20 |
| Issue number | 1 |
| Early online date | 20 Nov 2023 |
| DOIs | |
| Publication status | Published - 1 Feb 2024 |
Keywords
- Russia-Ukraine war
- animosity
- intrusiveness
- attitude
- boycott
- altruism
Access to Document
- Akhtar_etal_CPIB_Critical_Perspective_On_AAM
This accepted author manuscript has been made open access under the University of Aberdeen Rights Retention Policy. It is available under a Creative Commons Attribution license https://creativecommons.org/licenses/by/4.0/ Final published version available at https://doi.org/[doi]