Between love and boycott: a story of dual origin brands

Published on Nov 3, 2020in Spanish Journal of Marketing - ESIC
· DOI :10.1108/SJME-12-2019-0105
Dalia Abdelwahab1
Estimated H-index: 1
Nadia Jiménez8
Estimated H-index: 8
+ 1 AuthorsJana Prodanova5
Estimated H-index: 5
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.,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.,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.,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.,Esta investigacion tiene como objetivo abordar la disponibilidad de los consumidores etnocentricos para boicotear las marcas de origen dual -en el caso particular de marcas nacionales vinculadas a un origen regional muy especifico-, mediante el analisis de la paradoja del (desfavorable) etnocentrismo regional versus la relacion (favorable) entre el consumidor y la marca (es decir, la identificacion, la confianza y el amor a la marca) en la decision de los consumidores de comprar o boicotear dichas marcas en esas circunstancias. Partiendo de las teorias de la identidad social y la disonancia cognitiva, este estudio examina la relacion del consumidor espanol con las marcas nacionales originales de Cataluna, considerando las circunstancias conflictivas actuales en la region.,Los datos se recogieron mediante cuestionarios personales, distribuidos entre 277 consumidores espanoles de marcas catalanas de Cava. Los datos se analizaron utilizando modelacion de ecuaciones estructurales y relaciones estructurales lineales.,Despues de controlar la familiaridad con la marca, nuestros resultados revelan que el etnocentrismo distorsiona negativamente la confianza de los consumidores en las marcas de origen dual y destaca el papel de la identificacion y la confianza como antecedentes del amor por la marca. Tambien revela que el etnocentrismo tiene un impacto mas profundo en la decision de boicotear que el amor por la marca.,Este estudio es uno de los pocos que captura la confusion creada por la naturaleza paradojica de la dualidad del origen de la marca. Ademas, contribuye a la literatura de marketing al examinar el impacto del etnocentrismo en dos variables relacionales (la identificacion y la confianza) y explorar su impacto conjunto en la decision de los consumidores de comprar o boicotear. Nuestros hallazgos pueden ser utiles para las empresas que se enfrentan al comportamiento de boicot provocado por la reaccion etnocentrica de los consumidores hacia las marcas de origen dual.
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