Reflection of animosities among countries on consumers: A conceptual study on consumer animosity concept<p>Ülkeler arasındaki düşmanlıkların tüketicilere yansıması: Tüketici düşmanlığı kavramı üzerine kavramsal bir çalışma
Keywords:
Animosity, consumer animosity, consumer ethnocentrism, consumer behavior, international business, Düşmanlık, tüketici düşmanlığı, tüketici etnosentrizmi, tüketici davranışı, uluslararası işletmeler.Abstract
Consumer animosity which was firstly defined by Klein et al. (1998) is often used to explain consumers’ buying behavior from a foreign country. Considering the findings and results of past empirical studies, it could be seen that consumer animosity especially was a stronger predictor of willingness to buy foreign (target country-ies) products and consumer animosity was significantly distinct structure from consumer ethnocentrism which was previously conceptualized by Shimp and Sharma (1987). In this study, in the era of increasing anti-country currents, it was explained the consumer animosity concept that could be defined as strong negative emotions toward purchasing products from a disliked country and mentioned the differences and similarities between consumer animosity and other concepts such as consumer ethnocentrism, origin-of-country effect, country image, country boycott, consumer cosmopolitanism. In this aim, it was collected the findings and results of past studies, revealed the drivers and outcomes related to consumer animosity, pointed out the importance of consumer animosity on businesses actions, and presented the results of classifications related to consumer animosity concept and proposals to the businesses and future studies.
Extended English abstract is in the end of PDF (TURKISH) file.
Özet
İlk kez Klein vd. (1998) tarafından tanımlanan tüketici düşmanlığı, tüketicilerin yabancı ülkelerin ürünlerini satın alma davranışlarını açıklamada sıkça kullanılan bir kavramdır. Tüketici düşmanlığı konusunda günümüze dek yapılan ampirik çalışmalar sonucunda ortaya çıkan bulgular; tüketici düşmanlığının yabancı ürün satın alma niyetinin belirlenmesinde güçlü bir tahmin değişkeni olduğunu yansıtmaktadır. Bunun yanında, tüketici düşmanlığının daha önce Shimp ve Sharma (1987) tarafından tanımlanan tüketici etnosentrizminden ayrı bir yapıyı temsil ettiği ortaya çıkarılmıştır. Bu çalışmada; anti-ülke akımlarının günden güne çoğaldığı çağımızda, belirli bir ülkeye karşı hissedilen olumsuz duyguların karşılığı olarak ortaya çıkan tüketici düşmanlığı kavramı açıklanmakta ve bu kavramın, tüketici etnosentrizmi, orijin ülke etkisi, ülke imajı, ülke boykotu, tüketici kosmopolitanlığı vb. kavramlarla benzer ve farklı yönleri dile getirilmektedir. Bu amaçla, daha önce tüketici düşmanlığı konusunda yapılmış kuramsal ve ampirik çalışmaların bulguları derlenmekte, tüketicilerin hissettiği düşmanlığın neden ve sonuçları belirtilmekte, tüketici düşmanlığı kavramının işletmeler açısından taşıdığı öneme değinilmekte, tüketici düşmanlığı konusunda yapılan sınıflandırmalar sonucu ortaya atılan düşmanlık türleri açıklanmakta ve son olarak işletmeler ve gelecek araştırmalar için öneriler sunulmaktadır.
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