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Effects of consumer animosity on boycotts: the role of cognitive-affective evaluations and xenocentrism.
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- Author(s): Xie, Jiali; Choo, Ho Jung; Lee, Ha Kyung
- Source:
Journal of Fashion Marketing & Management; 2024, Vol. 28 Issue 1, p45-60, 16p- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Purpose: This study aimed to investigate the influence of brand-targeted animosity on consumers' boycott intentions for target fashion products via their cognitive and affective evaluations, in the context of the "Xinjiang cotton ban" incident. The moderating role of xenocentrism was also examined. Design/methodology/approach: Data were collected through an online survey in China using convenience sampling, and 411 valid responses were obtained. The collected data were analyzed using SPSS 26.0 for the descriptive statistics, frequency analysis and reliability analysis. AMOS 24.0 was employed for the confirmatory factor and structural equation modeling analyses. Bootstrapping analysis using PROCESS Macro was employed to analyze the moderating effects. Findings: This study found that consumers' brand animosity directly and positively affected boycott intentions and that this influence was sequentially mediated through cognitive-affective evaluations. However, cognitive product judgment did not directly affect boycott intentions. The results showed that xenocentrism had a moderating effect on the relationship between animosity and cognitive judgment. The higher the xenocentrism of consumers, the weaker the negative effect of animosity was on cognitive judgment. Originality: This study bridges the gap in the literature on animosity and xenocentrism in a fashion-related context through examining the consequences of brand animosity. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of Fashion Marketing & Management is the property of Emerald Publishing Limited and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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