| Many researches related to country image have been conducted in large industrialized countries. Little attention has been paid to the case of emerging markets. And the constructs of consumer animosity and ethnocentrism have been a hot topic in the academic domain of international marketing and consumer behavior. Originally developed in America in 1987 it has been now cross-culturally tested, and generalized over the world, but not yet thoroughly verified about China. Drawing upon the literatures of country image and country of origin effect, this paper focused on two primary constructs- consumer animosity and ethnocentrism, and explored their relative impacts on China`s country image. In order to test the model, a survey was conductedtowards Korean consumers. As a result, consumer animosity directly had a negative impact on country image, on the other side, consumer ethnocentrism directly had a positive impact on animosity, and consumer animosity also indirectly had a negative impact on country image. Implications of these findings not only provided theoretical evidence to the study of consumer animosity and country image but also gave empirical evidence to the management of Chinese enterprises. |
분야
Country Image, Consumer Animosity, Consumer Ethnocentrism, China 
