2026-06-21T17:44:08Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/97082024-11-19T01:05:20Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

00925njm 22002777a 4500 dc Abdelwahab, Dalia author San Martín Gutiérrez, Sonia author Jiménez Torres, Nadia Huitzilin author 2021-10 This study explores how positive and negative region-of-origin biases influence the consumer tendency to switch brands. Attending the social identity and the cognitive appraisal theories, this study proposes a model that links animosity, negative emotions (target-region bias), and regional identification (home-region bias) to brand switching. It analyses the role of animosity as a potential trigger to negative emotions (anger and sadness) and explores their subsequent behavioural impact. Additionally, it captures the influence of regional identification on the consumer tendency to switch from target-region brands to home-region brands. The proposed model was empirically tested with 591 Spanish (regional) consumers of food and beverage brands, by quota sampling. Data were analysed using structural equation modelling with SmartPLS3. Results show that regional identification significantly motivates consumers to switch brands. Animosity triggers the emotional reactions of anger and sadness, but only anger promotes switching to brands with regional characteristics and mediates the relation between animosity and in-group brands switching. The study provides considerable insight into the dynamics of (positive/negative) region-of-origin bias influences on brand switching. The findings also offer guidance to brand managers to effectively deal with origin obstacles and/or advantages in the business environment touched by animosity and switching behaviour. 1350-231X http://hdl.handle.net/10259/9708 10.1057/S41262-021-00260-8 1479-1803 Region of origin Regional identification Situational regional animosity Negative emotions Brand switching intention Food and beverage industry Does regional bias matter? Examining the role of regional identification, animosity, and negative emotions as drivers of brand switching: an application in the food and beverage industry