Consumer Affinity
Introduction
The Journal of International Marketing touts research opportunities with, and free access to, consumer affinity, the country-specific favorable feelings toward particular countries
 : : : Posting
: : journals |
Related ARContent: |
There are tremendous research opportunities for the study of consumer affinity (the country-specific favorable feelings toward particular foreign countries). The publication of “Consumers’ Emotional Bonds with Foreign Countries: Does Consumer Affinity Affect Behavioral Intentions?” by Eva Oberecker and Adamantios Diamantopoulos in Journal of International Marketing (June 2011) provides researchers with a rigorously constructed and tested scale to measure consumer affinity. The authors also offer numerous avenues for important future research. These research opportunities build upon those offered in the exploration of consumer affinity and consumer animosity (quandrants 3 and 4 of Alexander Josiassen’s Consumer Attraction-Repulsion Matrix (see Journal of Marketing, March 2011)).
For free access to Oberecker and Diamantopoulos’ article click on the following link:
David A. Griffith
Editor, Journal of International Marketing