Reinforcing willingness to buy and to pay due to consumer affinity towards a foreign country

Yohan Bernard () and Zarrouk-Karoui Sarra
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Yohan Bernard: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]
Zarrouk-Karoui Sarra: CREGO - Centre de Recherche en Gestion des Organisations (EA 7317) - UB - Université de Bourgogne - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE]

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Abstract: In a tense economic environment where consumers are encouraged to favor local rather than imported products, multinational companies (MNEs) need leverage to enhance their offer regarding local products. This research suggests a consideration of consumer affinity towards a foreign country as a means to reinforce both willingness to buy (WTB) and willingness to pay (WTP). An experiment was conducted with 170 French consumers (non-students). Respondents were asked about their WTB and their WTP for products for which the country of origin varied in a within-subject design based on 1) the level of the respondent's sense of affinity towards the product's country of origin and 2) the image of the country of origin for the product category in question. In addition, the sources of affinity feeling to a foreign country were explored. Results indicate that consumer affinity towards a foreign country has a positive effect on consumer WTB and WTP. This effect is complementary to the well- known country of origin effect. Three main factors influence consumer affinity toward a foreign country in a positive manner: a consumer's 1) personal experience with the country (to have visited it, to have friends there, etc.), 2) positive evaluation of its natural landscapes 3) appreciation of its culture (history, values, etc.) Implications for MNEs are detailed to inspire their marketing strategy.

Keywords: consumer affinity; international marketing; country-image; willingness to pay; willingness to buy (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

Published in International Management Review, 2014, 10 (2), pp.57-67

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01315743

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