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The role of country-of-origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity

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  • Jiménez, Nadia Huitzilin
  • San Martín, Sonia
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    Abstract

    The objective of this study is to present empirical evidence on the extent to which socio-psychological variables (ethnocentrism and animosity) and the reputation of firms associated to a country-of-origin (COO) are related to an important relational exchange factor (trust). Furthermore, the study tests the moderating effects of familiarity. Data were collected from 202 automobile owners in a large Spanish region. Path and multi-group analyses were performed using a structural equation modelling approach. This paper investigates the effects of reputation of firms associated to a COO and animosity on trust, which have not been commonly used as a dependent variable of these concepts before. Moreover, this study explores the moderating role of familiarity. This study supports the view that reputation of firms associated to a COO can safeguard international transactions and create trust in foreign firms, and thus may decrease due to interrelated emotional consumer reactions such as animosity and ethnocentrism.

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    Bibliographic Info

    Article provided by Elsevier in its journal International Business Review.

    Volume (Year): 19 (2010)
    Issue (Month): 1 (February)
    Pages: 34-45

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    Handle: RePEc:eee:iburev:v:19:y:2010:i:1:p:34-45

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    Related research

    Keywords: Animosity Country-of-origin (COO) Ethnocentrism Familiarity Reputation Trust;

    References

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    14. Alba, Joseph W & Hutchinson, J Wesley, 1987. " Dimensions of Consumer Expertise," Journal of Consumer Research, University of Chicago Press, vol. 13(4), pages 411-54, March.
    15. de Ruyter, Ko & van Birgelen, Marcel & Wetzels, Martin, 1998. "Consumer ethnocentrism in international services marketing," International Business Review, Elsevier, vol. 7(2), pages 185-202, April.
    16. Maheswaran, Durairaj, 1994. " Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 21(2), pages 354-65, September.
    17. Gruen, Thomas W., 1995. "The outcome set of relationship marketing in consumer markets," International Business Review, Elsevier, vol. 4(4), pages 447-469.
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