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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