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Licensed Unlicensed Requires Authentication Published by De Gruyter June 23, 2021

The Effects of Country-Image and Animosity on Asian Consumers’ Responses to Foreign Brands

Jeongsoo Park , Haithem Zourrig EMAIL logo and Kamel El Hedhli


This study investigates the effects of country image and animosity on brand quality evaluation and purchasing intention among Asian consumers. Data was collected from Chinese (n = 540) and South Korean (n = 360) consumers. Two brands Sony and Dell, originating from countries-target of animosity, respectively Japan and the US, were designated as foreign brands. The model was empirically tested with structural equation modeling. The results highlight the key role of the country image-brand quality association to leverage the purchase intention, in a context of animosity. Although the country image of both US and Japan is negatively affected by Chinese and South Korean animosities, it would still impact positively the evaluation of the quality of their respective brands, which would, in turn, increase the purchase intention. In particular, the results show that Japan’s country image would have an indirect (i.e. through the brand quality path) and direct effects on the purchase intention, however, “the US country image has only an indirect effect on the purchase intention”. Herein, Chinese and South Korean consumers would not buy US brands per se unless the country’s image relates to the argument of brand quality.

Corresponding author: Haithem Zourrig, Kent State University at Stark, Canton 44720-7548, OH, USA, E-mail:


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Received: 2020-11-14
Accepted: 2021-06-03
Published Online: 2021-06-23

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