The Purchase of Foreign Products: The Role of Brand Image, Ethnocentrism and Animosity: Iran Market Evidence


1 Master Student of Marketing, Shahid Beheshti University, Tehran, Iran

2 Master Student of International Business, Shahid Beheshti University, Tehran, Iran


Consumer purchasing decisions relating to foreign products are influenced by economic, psychological and sociological factors. This study attempts to relate such rarely studied variables as animosity and ethnocentrism to concepts taken from consumer behavior which are brand image and purchase intention. Consequently, this study attempts to provide insights into how brand image, consumer ethnocentrism and animosity shape consumers' purchase intention. Empirical data were collected by a questionnaire distributed to a British apparel retailer. The results show that while consumer’s brand image was found to be positively related to consumer’s purchase intention, consumer ethnocentrism and animosity were negatively related to consumer’s purchase intention. Additionally, consumer ethnocentrism was negatively related to brand image, whereas, consumer animosity has no significant relation with brand image. These findings have direct and important implications for international marketers.