The role of country-of-origin, ethnocentrism and animosity in promoting consumer trust. The moderating role of familiarity

Nadia Huitzilin Jiménez and Sonia San Martín

International Business Review, 2010, vol. 19, issue 1, 34-45

Abstract: The objective of this study is to present empirical evidence on the extent to which socio-psychological variables (ethnocentrism and animosity) and the reputation of firms associated to a country-of-origin (COO) are related to an important relational exchange factor (trust). Furthermore, the study tests the moderating effects of familiarity. Data were collected from 202 automobile owners in a large Spanish region. Path and multi-group analyses were performed using a structural equation modelling approach. This paper investigates the effects of reputation of firms associated to a COO and animosity on trust, which have not been commonly used as a dependent variable of these concepts before. Moreover, this study explores the moderating role of familiarity. This study supports the view that reputation of firms associated to a COO can safeguard international transactions and create trust in foreign firms, and thus may decrease due to interrelated emotional consumer reactions such as animosity and ethnocentrism.

Keywords: Animosity; Country-of-origin; (COO); Ethnocentrism; Familiarity; Reputation; Trust (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (9)

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