Between love and boycotta story of dual origin brands

  1. Dalia Abdelwahab 1
  2. Nadia Huitzilin Jiménez Torres 1
  3. Sonia San Martín Gutiérrez 1
  4. Jana Prodanova 1
  1. 1 Faculty of Economic and Business Sciences, University of Burgos, Spain
Journal:
Spanish journal of marketing-ESIC

ISSN: 2444-9695

Year of publication: 2020

Volume: 24

Issue: 3

Pages: 377-402

Type: Article

DOI: 10.1108/SJME-12-2019-0105 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

Abstract

Purpose – This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social identity and cognitive dissonance theories, this study aims to examine the Spanish consumer relationship with national brands originated in Catalonia considering the current conflicting circumstances in the region. Design/methodology/approach – The authors collected data by means of personal questionnaires, distributed among 277 Spanish consumers of Catalan brands of Cava. The data is analysed by using structural equation modelling and linear structural relations. Findings – After controlling for brand familiarity, the results of this study reveal that ethnocentrism negatively distorts consumers’ confidence in dual origin brands and highlight the role of identification and trust as brand love antecedents. It also reveals that ethnocentrism has a more profound impact on boycotting decision than brand love. Originality/value – This study is one of the few to capture the puzzlement created by the paradoxical nature of the brand’s duality of origin. Furthermore, it contributes to the marketing literature by examining the impact of ethnocentrism on two relationship variables (i.e. identification and trust) and exploring their joint impact on consumers’ decision to buy or boycott. The findings of this study can be helpful for companies facing boycotting behaviour triggered by ethnocentric consumer reaction towards dual origin brands.

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