Consumer Affinity

8/10/2019 Consumer Affinity

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Theory

Seven categories of affinity bases

Measurement Model of Consumer Affinity

Study 1

Study 2 Discussion

Table of Content


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A feeling of liking, sympathy and even attachment

towards a specific foreign country that has become anin-group based on direct personal experience and/ornormative expose and positively impacts consumerdecision making associated with products and services

originating from the affinity country (Oberecker et al.2008)

Consumer Affinity


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Idiosyncratic affinities


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Normative affinities


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Consumer affinity should be differentiated from theconstructs of xenophilia and internationalism(Oberecker & Riefler & Diamantopoulos 2008)


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Lifestyle People & mentality Lifestyle

Language Cuisine

Scenery Landscape & diversity Climate Architecture

Culture History Traditions Similarities &

Dissimilarities

Politics & Economics Political situation Economical Situation

Stay abroad Lived there Long- term stay

Travel Holiday experience

Contact Friends Relatives

Macro

Drivers

Micro

Drivers

Seven categories of affinity bases


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Measurement Model of ConsumerAffinity

Sympathy

Attachment


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Attitudes are usually developed in an early life stage

and tend to be stable over time (Balabanis et al 2001)

(...) consumer affinity tends to be stable, affinityfeeling are not irrevocable (Oberecker & Riefler &

Diamantopoulos 2008)

() women tend to be more critical consumers(Bartos 1991)


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University in Bangkok

69 MBA students

First part: Identify countries that you like

Second part: Why do you have positive feelings forthat country

Study 1


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Macro Drivers

I admire the qualities of American citizens

I admire the quality of education in the USA

I would feel very safe when traveling in the USA

The USA have high quality of life

All the leading companies in the world are located in theUSA

The USA is the world business leader

Results

Micro Drivers

American are likable

American are open to new ideas

Americans are very creative

Americans are friendly

1. U.S2. China3. Singapore

4. Malaysia


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Country: New Zealand

1,000 individuals, over 18. Telephone/ email

Analyze attitudes toward U.S, Germany, Italy &Singapore.

Products: Televisions, cameras, refrigerators

Study 2


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Results

Willing to purchaseproducts fromculturally similarcountries

Willing topurchaseproductsaccording todifferentcriteria's

Ethnocentrism


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Studies that have dealt with cross-cultural comparisons of COOeffects, indicates that consumers attitudes towards foreign

countries differ significantly from country to country (Apil 2006)

We suggest that affinity may also occur if someone believes anation has a stereotype made up of positive emotionalassociations (Oberecker & Riefler & Diamantopoulos 2008)

Associations might have been either personally experienced onvacation trips or observed in advertisements and mediadepictions (Oberecker & Riefler & Diamantopoulos 2008)


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How can marketers change feeling of affinity towards

a country?

Does Consumer Affinity affect behaviouralintentions?

Discussion


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Apil, A 2006, Foreign Product Perceptions and Country of Origin Analysis across Black Sea;Studies on Azerbaijan, Bulgaria, Georgia, Russia and Turkey, IBSU International RefereedMulti- disciplinary Scientific Journal, no. 1.

Bannister, J & Saunders, J 2014, Uk consumers Attitudes Towards Imports; The

measurement of national Stereotype Image, European Journal of Marketing, vo. 12, iss8, pp.562-570

Chatallas, M & Kramer, T & Takada, H 2007, The impack of national stereotypes on thecountry of origin effect, International Marketing Review, vol.25, no.1, pp. 54-74.

Oberecker, M & Diamantopoulos, A 2011, Consumers Emotional Bonds with foreigncountries: Does Consumer Affinity affect behavioural intentions?,Journal of InternationalMarketing, vol. 19, n0. 2, pp 45-72.

Oberecker, M et al 2008, The consumer Affinity Construct: Conceptualization, QualitativeInvestigation, and Research Agenda,Journal of International Marketing, vol. 16, no.3, pp. 23-56.

Watson, J & Wright, K 2000, Consumer ethnocentrism and attitudes toward domestic andforeign products, European Journal of Marketing, vol 34, no. 9/10, pp 1149-1166.

Wongtada N et al 2012, Developing and Validating Affinity: A new Scale to measureConsumer Affinity towards foreign countries,Journal pf International Consumer Marketing,

vol 24, pp. 147-167.

References

Consumer Affinity

Documents

Transcript of Consumer Affinity