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Does impact of campaign and consumer guilt help in exploring the role of national identity and purchase decisions of consumers?

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  • Malhotra, Gunjan
  • Ramalingam, Mahesh

Abstract

Extant research emphasized the role of consumer guilt and the importance of campaigns in consumers' willingness to buy domestic-made products. The antecedents of willingness to buy domestic-made products have not been well understood in literature. This is because the experience of national identity vis a vis the understanding of the consumers' guilt feeling has partly been explained. To address these concerns, we developed a survey in the context of Indian cities. We note that consumers' experience with foreign-made products is negative when they feel uncomfortable buying them, and thereby develop a feeling of guilt. Marketing managers are more likely to prepare consumers' experiences with their products by emphasizing the high or low impact of the campaign on consumers’ willingness to buy domestic-made products.

Suggested Citation

  • Malhotra, Gunjan & Ramalingam, Mahesh, 2022. "Does impact of campaign and consumer guilt help in exploring the role of national identity and purchase decisions of consumers?," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    • Handle: RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004057
    DOI: 10.1016/j.jretconser.2021.102839
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