Does cultural similarity matter? Extending the animosity model from a new perspective

Abstract

Purpose This research seeks to extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment and willingness to buy foreign products. Design/methodology/approach Empirical data were collected from a sample ( n =225) of Taiwanese consumers. The data analysis used bivariate correlations, repeated general linear modeling, and structural equation modeling. Findings Cultural similarity between consumers' home country (region) and a foreign product's country of origin has: a positive impact on consumers' product evaluation and willingness to buy foreign products; a weakening effect on the negative impact of war and economic animosity on willingness to buy foreign products; and a weakening effect on the negative impact of consumer ethnocentrism on their willingness to buy foreign products. Originality/value This study not only enriches the animosity model of foreign product purchase, but also offers additional insights for international market entry and international marketing strategies.