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How International Political Conflict Hurts Country Image and further Influences Consumers’ Purchase Intention

Author

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  • Mary Kang
  • Sarah Kim
  • Gukseong Lee

Abstract

Recently, South Korea’s decision to deploy an advanced U.S. missile defense system has drawn neighboring China’s strong protests. Amid this political tension between both countries, the purpose of this study is to explore the relationship between this specific political conflict and consumers’ purchase intention. Based on previous literature, this study suggests a research model that defines the relationship between international political conflict, country image (i.e., affective country image and cognitive country image) and purchase intention. Proposed hypotheses suggest that international political conflict between foreign firms’ host and home countries is negatively associated with consumers’ purchase intention toward foreign firms’ products in the host country by hurting cognitive and affective image of the home country. This study contributes to understanding the underlying mechanism on how international political conflict influences consumers’ purchase intentions.

Suggested Citation

  • Mary Kang & Sarah Kim & Gukseong Lee, 2018. "How International Political Conflict Hurts Country Image and further Influences Consumers’ Purchase Intention," International Business Research, Canadian Center of Science and Education, vol. 11(2), pages 95-102, February.
    • Handle: RePEc:ibn:ibrjnl:v:11:y:2018:i:2:p:95-102
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    References listed on IDEAS

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    1. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.
    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.
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    Cited by:

    1. Seow Ting Lee, 2023. "A battle for foreign perceptions: Ukraine’s country image in the 2022 war with Russia," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 345-358, September.
    2. Bayad Jamal Ali, 2021. "Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 504-523, June.
    3. H. Holly Wang & Na Hao & Xinxin Wang & Dongwhoi Moon, 2025. "A three‐country study on consumer responses to political conflicts: Boycott, buycott, or standby," Applied Economic Perspectives and Policy, John Wiley & Sons, vol. 47(4), pages 1433-1468, September.

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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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