RT info:eu-repo/semantics/article
T1 Will you support or oppose? The impact of region-of-origin bias on oppositional loyalty
A1 Abdelwahab, Dalia
A1 San Martín Gutiérrez, Sonia
A1 Jiménez Torres, Nadia Huitzilin
K1 Brand defense
K1 Food and beverage industry
K1 In-group identification and ethnocentrism
K1 Oppositional loyalty
K1 Out-group animosity
K1 Comercio
K1 Commerce
K1 Consumidores-Conducta
K1 Consumer behavior
K1 Marketing
AB This study analyzed two in-group bias variables (regional identification and ethnocentrism) and examined their rarely explored behavioral differences in triggering in-group support (brand defense) and out-group resistance (oppositional loyalty). Regional animosity was investigated as a moderating variable. Data were collected from 602 food and beverage buyers. Results indicated that both identification and ethnocentrism triggered brand defense, while only ethnocentrism induced oppositional loyalty. Brand defense mediated identification/ethnocentrism relationships with oppositional loyalty. Animosity moderated model relationships with oppositional loyalty. Oppositional loyalty and brand defense are also explored as consequences of place-of-origin constructs, enriching the literature and examining unexplored relationships in this context.
PB Routledge
SN 0896-1530
YR 2022
FD 2022-08
LK http://hdl.handle.net/10259/9705
UL http://hdl.handle.net/10259/9705
LA eng
NO Junta de Castilla y León
DS Repositorio Institucional de la Universidad de Burgos
RD 22-dic-2024