IDEAS home Printed from https://ideas.repec.org/a/eee/iburev/v18y2009i2p199-210.html
   My bibliography  Save this article

Iranian consumer animosity and U.S. products: A witch's brew or elixir?

Author

Listed:
  • Bahaee, Mahmood
  • Pisani, Michael J.

Abstract

This research investigates the animosity of more than 900 Iranian consumers toward the U.S. and their propensity to purchase U.S.-made products/brands in the context of a prolonged hostility between the two countries. Our results suggest that the antecedent demographic variables of education, age and foreign travel experience are inversely related to consumer animosity whereas women and students tend to hold greater consumer animosity feelings than men and non-students. Additionally we found a strong and significant inverse relationship between Iranian consumer animosity and intention to buy U.S.-made products, but no moderating effects based upon product importance or product necessity were uncovered in our consumer animosity model. The major managerial implications of our study are threefold: (1) MNCs are well advised not to ignore or underestimate the economic value of hostile markets; (2) within hostile markets, MNCs ought to be proactive and pursue alternative oversight strategies when constrained by national institutions; and (3) local and foreign competitors may exploit such animosity to better position their own products against the products of a country that is a target of consumers' animosity.

Suggested Citation

  • Bahaee, Mahmood & Pisani, Michael J., 2009. "Iranian consumer animosity and U.S. products: A witch's brew or elixir?," International Business Review, Elsevier, vol. 18(2), pages 199-210, April.
  • Handle: RePEc:eee:iburev:v:18:y:2009:i:2:p:199-210
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969593109000092
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Siew Meng Leong & Joseph A Cote & Swee Hoon Ang & Soo Jiuan Tan & Kwon Jung & Ah Keng Kau & Chanthika Pornpitakpan, 2008. "Understanding consumer animosity in an international crisis: nature, antecedents, and consequences," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(6), pages 996-1009, September.
    2. Michael J. Pisani & David W. Yoskowitz, 2005. "Grass, Sweat, and Sun: An Exploratory Study of the Labor Market for Gardeners in South Texas," Social Science Quarterly, Southwestern Social Science Association, vol. 86(1), pages 229-251, March.
    3. Bahaee, Mahmood & Pisani, Michael J., 2009. "Are Iranian consumers poised to "buy American" in a hostile bilateral environment?," Business Horizons, Elsevier, vol. 52(3), pages 223-232, May.
    4. Jill Gabrielle Klein, 2002. "Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(2), pages 345-363, June.
    5. Amine, Lyn Suzanne, 2008. "Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia," International Business Review, Elsevier, vol. 17(4), pages 402-422, August.
    6. Singh, Tanuja & Schoenbachler, Denise D., 2001. "Communication strategies for technology products in Singapore: a content analysis," International Business Review, Elsevier, vol. 10(5), pages 551-570, October.
    7. Ling-yee, Li & Ogunmokun, Gabriel O., 2001. "The influence of interfirm relational capabilities on export advantage and performance: an empirical analysis," International Business Review, Elsevier, vol. 10(4), pages 399-420, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2013. "Target reputation transferability, consumer animosity, and cross-border acquisition success: A comparison between China and Taiwan," International Business Review, Elsevier, vol. 22(1), pages 174-186.
    2. Alvarez, Maria D. & Campo, Sara, 2014. "The influence of political conflicts on country image and intention to visit: A study of Israel's image," Tourism Management, Elsevier, vol. 40(C), pages 70-78.
    3. Navneet Gera & Swati Rohatgi & Jorge A. Wise, 2022. "Consumer Ethnocentrism in Indian Air-Conditioner Market: A Social Identity Theory Perspective," International Journal of Global Business and Competitiveness, Springer, vol. 17(2), pages 192-202, December.
    4. Kashmala Latif & Abdul Hameed Pitafi & Muhammad Yousaf Malik & Zara Latif, 2019. "Individual Cultural Values and Consumer Animosity: Chinese Consumers’ Attitude Toward American Products," SAGE Open, , vol. 9(3), pages 21582440198, August.
    5. Cheah, Isaac & Phau, Ian & Kea, Garick & Huang, Yu An, 2016. "Modelling effects of consumer animosity: Consumers' willingness to buy foreign and hybrid products," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 184-192.
    6. Hoang, Hung Trong & Bich Ho, Khanh Ngoc & Tran, Trang P. & Le, Truc Quang, 2022. "The extension of animosity model of foreign product purchase: Does country of origin matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    7. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2013. "Target reputation transferability, consumer animosity, and cross-border acquisition success: A comparison between China and Taiwan," International Business Review, Elsevier, vol. 22(1), pages 174-186.
    2. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2015. "Consumer animosity and foreign direct investment: An investigation of consumer responses," International Business Review, Elsevier, vol. 24(1), pages 23-32.
    3. Fong, Cher-Min & Chang, Hsing-Hua Stella & Lin, Mong-Ching & Chen, I-Hung, 2022. "Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    4. Khan, Hina & Daryanto, Ahmad & Liu, Chihling, 2019. "How anticipated regret influences the effect of economic animosity on consumers’ reactions towards a foreign product," International Business Review, Elsevier, vol. 28(2), pages 405-414.
    5. Gerald Yong Gao & Danny Tan Wang & Yi Che, 2018. "Impact of historical conflict on FDI location and performance: Japanese investment in China," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 49(8), pages 1060-1080, October.
    6. Zdravkovic, Srdan & Magnusson, Peter & Miocevic, Dario & Westjohn, Stanford A., 2021. "Vicarious animosity: Taking sides on provocative issues," Journal of Business Research, Elsevier, vol. 124(C), pages 77-85.
    7. Amine, Lyn Suzanne, 2008. "Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia," International Business Review, Elsevier, vol. 17(4), pages 402-422, August.
    8. Murat Hakan Altintas & Bahar F. Kurtulmusoglu & Hans Ruediger Kaufmann & Serkan Kilic, 2013. "Consumer boycotts of foreign products: a metric model," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 485-504, June.
    9. Nes, Erik Bertin & Yelkur, Rama & Silkoset, Ragnhild, 2014. "Consumer affinity for foreign countries: Construct development, buying behavior consequences and animosity contrasts," International Business Review, Elsevier, vol. 23(4), pages 774-784.
    10. Peter Magnusson & Stanford A. Westjohn & Nancy J. Sirianni, 2019. "Beyond country image favorability: How brand positioning via country personality stereotypes enhances brand evaluations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 50(3), pages 318-338, April.
    11. Durmus YÖRÜK & Cantürk KAYAHAN & Ilkin YARAN ÖGEL, 2016. "Attitudes of Turkish Consumers toward Foreign Products in Political Crises Period," Economics and Applied Informatics, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, issue 1, pages 5-13.
    12. Hoang, Hung Trong & Bich Ho, Khanh Ngoc & Tran, Trang P. & Le, Truc Quang, 2022. "The extension of animosity model of foreign product purchase: Does country of origin matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    13. Siqueira, Ana Cristina O. & Priem, Richard L. & Parente, Ronaldo C., 2015. "Demand-side Perspectives in International Business: Themes and Future Directions," Journal of International Management, Elsevier, vol. 21(4), pages 261-266.
    14. Stanford A Westjohn & Peter Magnusson & Yi Peng & Hyeyoon Jung, 2021. "Acting on anger: Cultural value moderators of the effects of consumer animosity," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1591-1615, October.
    15. Yildiz, Harun Emre & Fey, Carl Felix, 2012. "The liability of foreignness reconsidered: New insights from the alternative research context of transforming economies," International Business Review, Elsevier, vol. 21(2), pages 269-280.
    16. De Nisco, Alessandro & Mainolfi, Giada & Marino, Vittoria & Napolitano, Maria Rosaria, 2016. "Effect of economic animosity on consumer ethnocentrism and product-country images. A binational study on the perception of Germany during the Euro crisis," European Management Journal, Elsevier, vol. 34(1), pages 59-68.
    17. Alessandro De Nisco & Giada Mainolfi & Vittoria Marino & Maria Rosaria Napolitano, 2015. "Aufmerksamkeit Frau Merkel! Animosit? economica, etnocentrismo ed effetto country-of-origin: uno studio sulla percezione della Germania in Italia durante la crisi dell?euro," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(2), pages 87-110.
    18. Hatice Aydin & Sevtap Ünal, 2020. "Consumers’ Emotional Bonds with Foreign Brands: Animosity, Affinity, and Ethnocentrism," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 34(1), pages 91-108.
    19. Suh, YongGu & Hur, JungYun & Davies, Gary, 2016. "Cultural appropriation and the country of origin effect," Journal of Business Research, Elsevier, vol. 69(8), pages 2721-2730.
    20. Cristel Russell & Dale Russell & Jill Klein, 2011. "Ambivalence toward a country and consumers’ willingness to buy emblematic brands: The differential predictive validity of objective and subjective ambivalence measures on behavior," Marketing Letters, Springer, vol. 22(4), pages 357-371, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:iburev:v:18:y:2009:i:2:p:199-210. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/wps/find/journaldescription.cws_home/133/description#description .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.