RT info:eu-repo/semantics/article
T1 Between love and boycott: a story of dual origin brands
T2 Entre el amor y el boicot: una historia sobre marcas con origen dual
A1 Abdelwahab, Dalia
A1 Jiménez Torres, Nadia Huitzilin
A1 San Martín Gutiérrez, Sonia
A1 Prodanova, Jana
K1 Brand love
K1 Brand relationship
K1 Cava
K1 Dual origin brand
K1 Regional ethnocentrism
K1 Willingness to boycott
K1 Etnocentrismo regional
K1 Relación de marca
K1 Marca de origen dual
K1 Disponibilidad para boicotear
K1 Amor por la marca
K1 Consumidores-Conducta
K1 Consumer behavior
K1 Etnocentrismo
K1 Ethnocentrism
AB Purpose: This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region.Design/methodology/approach: The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations. Findings: After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value: This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.
PB Emerald
SN 2444-9709
YR 2020
FD 2020-12
LK http://hdl.handle.net/10259/9710
UL http://hdl.handle.net/10259/9710
LA eng
NO The authors would like to thank the Junta de Castilla y Leon for financing and supporting this research through scholarship of pre-doctoral recruitment (Order EDU/556/2019).
DS Repositorio Institucional de la Universidad de Burgos
RD 22-dic-2024