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Differentiation of Polish and Ukrainian consumers' attitudes to Russian brands and international brands remaining on the Russian market
Abstract
Purpose
The purpose of this paper was identification and empirical assessment of the differentiation of consumers' attitudes in Ukraine and Poland to Russian brands and other brands offered on the Russian market after Russia’s aggression against Ukraine on February 24, 2022.
Design/methodology/approach
The main research methods include a systematic literature review and the authors' own surveys conducted in November 2022. The research sample comprised 950 consumers – 67% of them were Poles, 30% – Ukrainians and 3% from other countries.
Findings
A respondents' country (Poland and Ukraine) does not impact attitudes to brands offered on the Russian market after Russia's invasion of Ukraine on February 24, 2022. Moreover, it does not affect and differentiate emotional engagement in the conflict and assistance to war victims. Cluster analysis resulted in identifying two groups on the basis of consumers' declared emotional reactions to the war. The first group was smaller ( N = 353, 37.2%), referred to as “indifferent consumers”, and was characterized by a greater inclination to purchase brands offered in Russia. The other cluster, referred to as “sensitive consumers” ( N = 597, 62.8%), comprises those engaged in offering assistance to war victims, showing strong emotions in connection with the aggression and military activities and characterized by a clearly negative attitude to Russian and other offered brands and an inclination to boycott these brands.
Research limitations/implications
A short time horizon, the study confined to two countries, difficulties in reaching Ukrainian respondents due to power failures in Ukraine in the period of conducting the survey (November 2022), a non-representative research sample – overrepresentation of people aged 18–25 years.
Practical implications
The research study contributes to the knowledge about consumer brand attitudes and preferences under unique social, economic and market conditions. These conditions were created by Russia's invasion of Ukraine in 2022, as well as the international and global character of the war in Ukraine. The significant implications of the study refer to brand communication policies and companies' CSR-related declarations. A number of consumers' errors were recorded, resulting from wrong brand retrieval, which were rectified at a later stage as a result of international restrictions imposed on Russia, harsh media criticism and social international embargoes imposed on brands offered in Russia. The marketing communication of contemporary global brands should give consideration to the informative function of CSR activities, and the communication process should be continuous. Critical attitudes and an inclination to boycott brands point to the possible consequences faced by inconsistent and ethically doubtful brand policies. This implication is clearly confirmed by the results of the study.
Social implications
The authors also wish to highlight the implications for practice and society. As mentioned earlier, Polish consumers involved in providing aid to victims of the war also expressed their opposition to the war by boycotting Russian products and international brands remaining in Russia. Popularization of the research results obtained by the authors can be a form of sensitizing the public to the need for long-term relief, awakening global awareness of the essence and importance of sanctions imposed on Russia, as well as the possibility of expressing opposition through individual purchasing decisions and boycotting brands still present in Russia.
Originality/value
The study allowed for identifying consumers' differentiated brand attitudes in two countries: a country inflicted by war (Ukraine) and a front-line country, strongly supporting Ukraine (Poland). The research contributes to consumer behavior theories and studies of consumer attitudes and preferences from the perspective of international corporations' CSR activities under the unique conditions of war. Also, it contributes to the knowledge of the mechanism of forming attitudes to Russian and international brands offered in Russia among CEE consumers.
... The substantial impact the country-of-origin can have on a company's operations and product sales is exemplified by global consumers' decision to boycott products from the well-known Russian company Lukoil Ltd due to Russia's invasion of Ukraine. Findings from Reshetnikova et al. (2024) reveal that the attitudes of over a third of respondents from Poland and Ukraine towards brands offered in the Russian market were not influenced by the Russian invasion of Ukraine, with respondents expressing a greater inclination to purchase brands offered in Russia. Similar results were obtained in the primary research conducted for this study. ...
Successful engagement in the international market necessitates a well-conceived international marketing strategy. To thrive in the international market, enterprises must scrutinize consumer habits and preferences, enabling them to adapt products and advertising to the international market and implement successful integrated marketing communication. The research topic explores the influence of the brand's country-of-origin on consumer perceptions of brand quality and how the invasion of Russia into Ukraine affects the operations of Lukoil Croatia Ltd. The research aim is to examine how the country-of-origin affects consumers and their purchasing decisions, analysing the impact of brand strength in a war situation. Systematic observation of secondary data sources, including relevant scientific literature, is conducted to achieve the research aim. Empirical research is conducted to provide primary data on consumer perception relevant to the research topic, and descriptive statistics is applied to present research findings. The research methodology involved a comprehensive survey administered to a representative sample of Croatian consumers. The survey aimed to assess consumer perceptions of product quality, attitudes toward the RussiaUkraine conflict, and the potential impact on their preferences for Lukoil Croatia products. In line with the objectives of primary research, the following hypotheses have been formulated: The country-of-origin significantly influences consumer perceptions of brand quality (H1), and the invasion of Russia into Ukraine will not impact the operations of the multinational company Lukoil Croatia Ltd (H2). This research contributes to the understanding of the interplay between country-of-origin, consumer attitudes, and business operations in the context of the Russia-Ukraine conflict. The findings emphasize the need for businesses to carefully navigate geopolitical challenges and underscore the resilience of Lukoil Croatia Ltd in maintaining its market position despite external socio-political factors. Further research is recommended to explore additional dimensions of consumer behaviour in response to geopolitical events and their implications for multinational corporations.
The invasion of Ukraine by Russia has caused harm, leading to loss of life and homes being destroyed. These tragic consequences have impacted all levels of society and sparked economic outrage. When evaluating the aftermath of the conflict, it is crucial to recognize the role played by media platforms like Twitter in amplifying the effects on individuals and communities. The widespread influence of Twitter directly influences consumers and their behaviors. Researchers have employed sentiment analysis to study the messages shared on Twitter within market contexts and the global economy. This analysis is valuable for understanding people's viewpoints on subjects or incidents. In a study, researchers examined a dataset comprising 27,926 tweets gathered between 20 February 2022, and 19 February 2023. The study aimed to highlight how the invasion impacted sectors and regions regarding conditions alongside related sanctions. The conclusions drawn from this research hold implications for business sectors, markets, and their functioning. Furthermore, it offers insights into how the public perceives the ongoing war, which has academic and industrial ramifications of its own. The manuscript explores computational methods used to analyze sentiment on Twitter, uncovering the complex interplay between consumer actions and social media within the Russian–Ukraine conflict.
The war in Ukraine became a test for many foreign companies from the point of view of implementing the principles of corporate social responsibility, which they had previously declared. This especially affected international businesses, including Polish companies, that actively worked on the Russian and Ukrainian markets, whose economic interests for many years related to cooperation with Russian partners and the sale of Russian goods on the market of Ukraine. This article is devoted to the issue of corporate social responsibility of businesses in the context of Russian military aggression in Ukraine. The main objective of the presented paper was to identify and clarify the role of corporate social responsibility and business attitudes towards corporate social responsibility and its impact on decisions on possible cooperation in times of war. In addition, the specific objective was to identify the effects of Russia’s aggression against Ukraine on business activities conducted by Polish entrepreneurs, considering their attitudes towards corporate social responsibility principles. This goal was achieved through an analysis of the literature on the subject and in-depth interviews conducted with a sample of 100 Polish entrepreneurs. The results indicated that Polish entrepreneurs felt significant negative consequences of the conflict. After Russia’s aggression against Ukraine, most surveyed companies suspended (47,1%) or ended cooperation (43.1%) with Russian partners or exported products to Russia. Contrary to expectations, only some companies (18.4%) cited corporate social responsibility values among the reasons for this decision. It was also shown that there was no relationship between corporate social responsibility involvement and the declared ratings of companies remaining in Russia. In addition, companies reporting to suspend their activities during the conflict are considering a return to earlier cooperation in the future.
This study investigated social-media-based anti-brand communication. Guided by consumer boycotts and brand cancellation theory, the author conducted a qualitative study based on content analysis of tweets about 59 international brands that remained in Russia after the invasion in February 2022. The research was conducted on Twitter between August 10 and 17, 2022. The study aimed to determine whether brands that have decided to stay in Russia are still exposed to negative WoM, calls for a boycott or brand cancellation after 6 months since the war began. The obtained results made it possible to identify the number of tweets and their content and sentiment. They also showed the dynamics of negative WoM publications on social media and their character. The practical implications are the following: brands exposed to consumer boycotts, depending on their business goals, may decide to adopt a “wait-out” strategy.
The security-insecurity paradox in a geopolitical struggle between Russia and its ex-territory; Ukraine along with the politics of the influences between great powers has made the Russian invasion a reality. Russian intervention in its periphery in February 2022 has sent shockwaves to the European Union and NATO members, and posed various challenges to the Eurasian states. The conflict between Russia and Ukraine is a protracted one, but this new phase is more complex and multi-layered. Russia’s annexation of Crimea and Sevastopol in 2014, and support to the militant separatists in Donbas, undermined Ukrainian sovereignty. A series of border skirmishes occurred during 2014-2021, which led to thousands of people dead and injured.[1] The tension converted into a humanitarian crisis with millions of refugees and collateral damages after the 2022 war. This recent situation can be termed as a geopolitical warfare, which is based on the politics of security to assert political advantages in the desired geopolitical sphere of influence. In this paper, an effort has been made to examine the structural, bilateral, and regional issues that have led Russia to engage in a risky war. It hypothesise that this war cannot be recognized only as a bilateral war between Russia and Ukraine based on the old issues, rather it is the result of new developments in the shape of Ukraine’s pursuit for a new identity and affinity with West, its bid for NATO membership and as a client of US and EU against Russia in the great power rivalry. The theoretical lens of Neo-Realism and the security dilemma best explains the causes of the war between the two. Finally, this study also endeavours to trace some important implications for the Eurasian Region. [1] Conflict-Related Civilian Casualties in Ukraine. United Nations Human Rights Monitoring Mission in Ukraine, 2022.
Without any doubt, beyond humanitarian consequences, Russia's war in Ukraine will have economic implications, some of which we can already see, others will be more obvious soon. The most important effect is on energy and food prices. Energy security remains the "Achilles' heel" of the European economy, given its heavy dependence on Russian energy imports. In this article, we will analyse, among other implications, what is probable to happen in the commodity trading markets and who are the winners and losers from this difficult situation. We will also have a look at capital flows, what are the perspectives of emerging markets from the area. Another aspect taken into consideration is consumer and business confidence, because, despite significant savings accumulated during the pandemic, there will be an important change from the consumer side, which will nevertheless affect the GDP growth. Given the fact that this is an ongoing event, some of the conclusions may be different at the time of presentation.
The war affects the socio-economic state of Ukraine and is the cause of the deterioration of the economic situation of neighboring countries. Under such conditions, there is a need to carry out assessments of economic losses from the conduct of military operations and forecast the main economic indicators for the nearest period, taking into account the impact of the war. The purpose of the study is to calculate the losses to the economy, the destruction of residential facilities and critical infrastructure facilities in the first 100 days of the war, the assessment of the potential volume of the fall in GDP and the calculation of projected fiscal losses. The calculation of GDP reduction was based on the forecasts of the International Monetary Fund, the World Bank Group and the Government of Ukraine. The expected amount of GDP reduction is calculated using the GAP-analysis method, based on the forecasts made by these institutions in the prewar period, and the calculation of the level of GDP during the war. Based on the results of the conducted research, it was established that the economic losses from the war consist not only of the losses incurred and the reduction of GDP volumes, but also of the lost opportunities for development and unearned profits. In addition to the reduction in GDP, Ukraine’s losses are manifested in the increase in the level of public debt, the depreciation of the national currency, the reduction of gold and currency reserves, and the outflow of foreign direct investments3.
Since 1991, Ukraine has struggled to build a distinctive national identity against a legacy of Russian and Soviet imperial domination. The processes of cultural decolonization, following the country’s independence, intensified after the Euromaidan Revolution in 2014. The subsequent war with Russia, which escalated in 2022, further accelerated these processes. This essay aims to contextualize the evolution of Ukrainian national identity and to highlight how the war with Russia has influenced this process. I focus on the role of cultural icons in the cultural decolonization of Ukraine as well as in projecting a new image to international audiences. I also discuss some tensions between Ukraine’s internal identity building and the country’s international presentation.
Two months after the start of Russia’s full-scale invasion of Ukraine on February 24, 2022, Ukraine’s government launched a major nation-branding initiative, which has come to be known as the Brave Campaign. This is, arguably, the first instance of a state using brand communication as a strategic tool in a war. The campaign also marks a significant departure from Ukraine’s previous nation-branding messages. Drawing on critical discourse theory, this essay considers why this change in messaging strategies was possible and what it signals about the larger geopolitical and ideological context within which the Russia–Ukraine war is being fought. The essay concludes by posing a set of new questions for future research on public diplomacy and nation branding, prompted by the events of this war.
Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies.
This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers. The book aims to determine how appeals to the domestic or foreign country-of-origin provided through claims, symbols, labels, and quality signs can affect consumer attitudes and food purchase intentions as well as to contextualise consumer behaviour issues in the broader picture of the entire system of food production and distribution. The reader will gain a comprehensive understanding of consumer ethnocentrism and country-of-origin effect on the food market based on a series of original research studies conducted in Poland. The combination of quantitative and qualitative research methods provides novel and valuable insights into the phenomena under study.
Based on original research, this innovative volume will be a valuable resource for consumer behaviour, food marketing, and international marketing scholars and students.
Since the end of the Cold War, the sanctions against Russia have been the harshest and most costly imposed on a major economy. They appear to be unprecedented in terms of speed, breadth, and global coordination. The latest situation heightens the sense of danger that comes with cross-border financial and operational vulnerability. Even if future oil and gas embargoes are imposed, the economy of Russia will rest on its current export strategy, which may be tough to weaken. The important factors to take into account at the onset of the war are the opportunity cost of military investment, the humanitarian loss of the financial system, and the burden of repairing postwar damage. In this paper we review the economic impact of war, and discuss the potential implications of the Russia Ukraine war on the local economies and global economy. There are human costs of war along with the adverse economic implications related to devastation, inflation, limitation of services debt increase, and daily economic life.
The war posed a new challenge to the Ukrainian economy: how to ensure the recovery of Ukrainian exports / imports and enable businesses to recover after the war. The aim of this study was to identify possible tools of the customs tariff mechanism that will help Ukrainian companies to recover and start working. This study is comparative and compares the structures of customs and tariff regulation of the EU and Ukraine, both in pre-war Ukraine and during the war. A poll conducted in 2022 shows the attitude of Ukrainian business to reforms and the introduction of new instruments of the customs tariff mechanism. The survey was conducted among 76 companies engaged in exports and import, of which 29 have an import component in their goods. The survey examined the business response to the introduction of the proposed innovations in Ukraine. The research methodology is based on qualitative and quantitative research methods. This study proposes ways to improve the customs tariff mechanism in Ukraine, namely the presentation of the latest models to improve the existing customs tariff mechanism, which were developed in early 2022, and are effective for the recovery of the Ukrainian economy after the war. This study also includes an analysis of the impact of the proposed models on the achievement of sustainable development goals in Ukraine in the future.
Companies and countries have needed to adapt their activities to the consequences of the Russian war in Ukraine. The analysis in this article shows that both the Russian war in Ukraine and the subsequent trade restrictions have become a powerful trigger, significantly increasing the level of inflation and exacerbating the existing issues of economies. As a result, the confrontation between the West and Russia has greatly escalated, which will have a long-term, large-scale negative impact on most European companies and economies. There could also be a lasting restructuring of world trade. The article notes that not only the end date of the war in Ukraine may be important for business and economies, but also which of the trade and financial restrictions can be lifted from Russia, and when. The article also makes recommendations that may help company leaders plan, in a timelier and more accurate fashion, the changes necessary to maintain company sustainability.
What are the economic effects of the Ukraine war for Ukraine, Russia, and the rest of Europe? In this study, the Vienna Institute for International Economic Studies (wiiw) sheds light on the immediate consequences on the one hand, but also on the medium-term structural changes caused by the largest armed conflict in Europe since the Second World War. The Russian invasion of Ukraine has triggered a humanitarian crisis. Pre-war, almost 19 m people lived in those regions that are currently directly affected. Refugee inflows to the rest of Europe are likely to be at least three times greater than in 2015/2016. As Black Sea ports come under Russian assault, Ukraine has lost its ability to sell more than half of its exports, primarily agricultural commodities and metals. Western financial support will become ever more important as the war continues. Turning to Russia, sanctions will have a very serious impact on that country’s economy and financial sector. Despite being partly hamstrung by the fact that a large proportion of Russian reserve assets are frozen in the EU and G7, the central bank managed to stabilise financial markets by a combination of confidence-building and hard-steering measures: capital controls, FX controls, regulatory easing for financial institutions, and a doubling of the key policy rate. The medium-term and long-term outlook is negative. As a result of the war and the sanctions, the rest of Europe faces a surge in already high inflation; this will weigh on real incomes and will depress economic growth. Many European countries rely heavily on Russia for oil and gas imports: import shares are over 75% in Czechia, Latvia, Hungary, Slovakia, and Bulgaria with respect to natural gas; Slovakia, Lithuania, Poland, and Finland with respect to oil and petroleum; and Cyprus, Estonia, Latvia, Denmark, Lithuania, Greece, and Bulgaria with respect to solid fuels. Aside from energy, the fallout via trade for the rest of Europe is likely to be small. Non-energy trade and investment links between Russia and many European countries have declined in importance since 2013. There are four main areas of structural change and lasting impact for the EU (and Europe more broadly) as a result of Russia’s invasion of Ukraine. First, the EU will get more serious about defence. Second, the green transition will gather pace. Third, broader Eurasian economic integration will be unwound. And fourth, the EU accession prospects for countries in Southeast Europe could (and should) improve.
Following its invasion of Ukraine, Russia’s macroeconomic stability will worsen; foreign trade and Russia-bound investment will dry up; and human capital will become scarce. Russia will not fully compensate these losses with increased economic engagement with China, with particular deficiencies likely in high-tech areas for Russia. Import substitution is also unlikely to allow Russia to innovate its way out of economic isolation or escape the resource curse. As Kremlin-connected elites further dominate the impoverished economy, crony state capitalism and kleptocracy will rise. The global repercussions of Russia’s war will include commodity shocks and the attendant supply chain disruptions and inflationary pressures. In terms of FDI, the global industries in energy, auto, and consumer goods will be particularly affected. The loss of the Russian market will be less critical to sales revenues. Structurally, Russia’s forced decoupling from the global economy may lead to the fragmentation of global financial infrastructure and the formation of economically contained blocks.
War produces devastating impacts on humankind, especially in terms of lives and livelihoods. While war is a widely studied topic in history, it remains relatively understudied in business. To address this gap, this article explores the impact of war for business and society. To do so, this article undertakes a prospective evaluation of the Ukraine and Russia conflict as a recent case of war. In doing so, this article reveals that a war can impact society within (e.g., limit access to basic necessities and monetary resources, increase unemployment and reduce purchasing power, and increase asylum seekers and refugees) and outside (e.g., supply shortage and inflation and threat of false information) as well as business within (e.g., threat of cyberattacks, threat to digital and sustainable growth, and short-term and long-term sanctions and support) and outside (e.g., test of business ethics and moral obligations and test of brand management) war-torn countries. The article concludes with an agenda for future research involving war, business, and society.
Triggered by a territorial dispute as well as historical animosity, a nationwide civilian boycott of Japanese products took place in China in the summer of 2012. Using detailed data on vehicle sales in four major Chinese cities (Beijing, Tianjin, Shanghai, and Nanjing), this study investigates the impact of boycotts on sales and advertising effectiveness of products from different countries of origin. The boycott dramatically reduced the market share of Japanese brands and benefitted Chinese and non-Japanese foreign brands. Consumer switching to other brands accounted for the majority of the loss in sales. Advertising became less effective for Japanese brands during the boycott but more effective for non-Japanese brands, especially at the parent-brand level (e.g., Toyota) than sub-brand level (e.g., Camry). The sales impacts were strongest in Nanjing, the city that had the most atrocious war experience with Japan during the Battle of Nanjing in 1937, and weakest in Beijing, where local government agencies explicitly discouraged public demonstrations. Finally, although the decline in sales of Japanese brands did not vary by quality or production location, competing non-Japanese brands that were had better quality or were manufactured locally benefitted more.
This research addresses consumers' willingness-to-punish the corporate brand for corporate social irresponsibility (CSI). It is supported by the extant literature on consumer stakeholders, corporate brands, brand personality, regulatory fit, and psychological contract, as well as by punishment in psychology and philosophy, which are new to the marketing literature. Using an experimental design with a control group, this research examines consumers' willingness-to-reward and its converse willingness-to-punish a corporate brand under three treatment conditions of socially responsible, socially irresponsible, and environmentally friendly. Data were collected on four outcome variables of willingness-to-punish, willingness-to-reward, brand attitude, and purchase intention for each treatment group. MANOVA results indicated that there were systematic differences in the levels of outcomes among the four groups. Discriminant function analysis found the socially irresponsible group was statistically significantly different from the other three experimental groups for all four outcome variables. Consumers dealing with socially irresponsible corporate brands were more likely to punish and less likely to reward than consumers in the other three treatment conditions. This study illustrates the latent negative impact from CSI activities on four important dimensions of consumer response. The findings indicate there is a pragmatic need for corporate brand strategists to recognize consumers' willingness-to-punish the corporate brand and the subsequent necessity to avoid activities that consumers may perceive to be socially irresponsible.
A method for identifying clusters of points in a multidimensional Euclidean space is described and its application to taxonomy considered. It reconciles, in a sense, two different approaches to the investigation of the spatial relationships between the points, viz., the agglomerative and the divisive methods. A graph, the shortest dendrite of Florek etal. (1951a), is constructed on a nearest neighbour basis and then divided into clusters by applying the criterion of minimum within cluster sum of squares. This procedure ensures an effective reduction of the number of possible splits. The method may be applied to a dichotomous division, but is perfectly suitable also for a global division into any number of clusters. An informal indicator of the "best number" of clusters is suggested. It is a"variance ratio criterion" giving some insight into the structure of the points. The method is illustrated by three examples, one of which is original. The results obtained by the dendrite method are compared with those obtained by using the agglomerative method or Ward (1963) and the divisive method of Edwards and Cavalli-Sforza (1965).
Tests the predictive utility of a theory of belief and attitude in the area of interpersonal preferences within small groups. Each leader's attitude toward each member of his group was computed as a function of the leader's beliefs about the behavior of each member. These estimated leader attitudes were related to: (a) the esteem which the leader gave each member of the group, (b) his sociometric choices, (c) his perception of the group's atmosphere, and (d) his overall satisfaction in the group. The results support the theory, and provide evidence for the predictive effectiveness of attitudes estimated indirectly from an individual's beliefs about an object.
Following the Russian annexation of Crimea in 2014, many investors responded by unloading their Russian sovereign debt holdings. However, data from Bloomberg show that at the time of the 24 February Russian invasion of Ukraine, ESG funds – investment funds pursuing environmental, social and governance goals – still held at least $8.3 billion in Russian assets; ¹ and while more than a thousand companies have curtailed their Russian operations and over 500 are holding off on new investments in the wake of Russia’s invasion, ² investors have been accused of being ‘missing in action’.
Purpose-The stability of exchange rates facilitates international trade, diminishes portfolio risk, and ensures that economic policies are effective. The war in Ukraine is showing that the European financial system is still fragile to external shocks. This paper examines the consequences of the Russian invasion of Ukraine on five Euro exchange rates. The final goal is to empirically test whether the ruble caused the euro to depreciate with the Russian invasion of Ukraine.
Design/methodology/approach-The exchange rates analyzed are Euro/Russian Ruble, Euro/US Dollar, Euro/Japanese Yen, Euro/British Pound, and Euro/Chinese Yuan. The data collected are daily and cover the period from November 1, 2021, to May 1, 2022. In this context, the changes in the FX rates reflect two months of the ongoing war in Ukraine. The FX rates used in the study contain 137 observations indicating five months of daily series.
Findings-The results from impulse response function, variance decomposition, SVAR, and VECM indicate that the EUR/RUB significantly influenced the Euro devaluation. On the other side, the FX rates used in our work altogether hold long-run cointegration. The situation is different in the short run, where only EUR/RUB, EUR/USD, and EUR/CNY possess significant relations with other parities.
Originality/value-The Ruble is not among hard currencies, but its position strengthened during this period due to the importance of Russian gas to the Eurozone. The results indicate that even weak currencies can be influential depending on the geopolitical and economic situation. To this end, diversification remains a valid concept not only in portfolio construction but also for the preservation of the national economy.
Manuel Castells (2011) podkreślał, że technologie informacyjne przyczyniły się do rozwoju społeczeństwa informacyjnego. Zbieranie, przetwarzanie, kreowanie oraz dystrybuowanie informacji stało się istotne i powszechne w globalnym społeczeństwie. Tym bardziej że nowe technologie informatyczne i komunikacyjne są nośnikami przyczyniającymi się do globalizacji (Castells 1999). Dzięki szybkiemu rozwojowi technologicznemu możliwe jest gromadzenie coraz większej ilości informacji oraz używanie w tym celu coraz bardziej zaawansowanych narzędzi. Informacja może być przekazywana nie tylko bezpośrednio, ale również za pomocą wielu nowoczesnych narzędzi komunikacyjnych. Zmiany te mają znaczący wpływ na konsumenta oraz proces podejmowania przez niego decyzji.
Celem poniższego rozdziału jest przedstawienie interdyscyplinarnego charakteru pojęcia
konsumenta, jego cech szczególnych oraz zmian w procesie podejmowania decyzji
konsumenckich w świetle rozwoju technologii informacyjnej, która stała się cechą charakteryzującą procesy globalizacyjne.
The concept of consumer ethnocentrism is introduced and a corresponding measure, the CETSCALE, is formulated and validated. Four separate studies provide support for the CETSCALE's reliability and convergent and discriminant validity. A series of nomological validity tests show consumer ethnocentrism to be moderately predictive of theoretically related constructs.
Even if reactions to foreign goods are measured by means of various conceptual structures,
few studies approach the question from the point of view of boycotts. Responding to this
scarcity and with the aid of netnography, this study examines antecedents of consumer
boycotts of foreign goods. The study considers the degree to what a measurement model is
useful for examining this boycott process. When the study examines the boycotting of
foreign goods as an individual or social process, the study examines the phenomena of
nationalism, xenophobia, country-of-origin, and ethnocentrism as antecedents. The
conversion of the dimensions obtained from discourse analysis into items and that were
tested by means of exploratory and confirmatory factor analysis lead to two discoveries: 1)
three basic dimensions – hate against foreign products, citizen consumers and economic
independence - influenced decisions to boycott and 2) the second-order model (all
constructs load on one construct as consumer boycotting) was more valid than the three
first-order models.
The abstract for this document is available on CSA Illumina.To view the Abstract, click the Abstract button above the document title.
Social identity theory as developed by Tajfel and Turner argues that there are two distinct aspects of the self-concept: personal identity and social identity (in American terminology, collective identity). Although many self-esteem measures are available in the literature, they allfocus on individuals'evaluation of their personal identity, whether in private or interpersonal domains. No scale currently exists that assesses the positivity of one's social, or collective, identity. A scale was constructed to assess individual differences in collective, rather than personal, self-esteem, with four subscales (Membership esteem, Public collective self-esteem, Private collective self-esteem, and Importance to Identity). Evidence for reliability and validity of the scale was provided by three studies, suggesting that the scale can be a useful research tool. Implications for research and social identity theory are discussed.
Understanding how consumers perceive corporate marketing activities is important for academic researchers and practitioners alike. Using a cross-national survey in the USA and South Korea, we examine the effects of country, gender, urbanisation and marketing communications (i.e., TV advertising) on consumers' attitudes towards firms' various marketing activities (i.e., advertising, products, pricing). The results suggest that there are no significant differences between the US and Korean consumers' attitudes towards advertising. However, the US consumers have more favourable attitudes towards products and pricing than the Korean consumers. Furthermore, we find that gender is an important predictor of the attitudes towards firms' advertising in both countries. Finally, the results suggest that there is a positive relationship between the Korean consumers' television exposure and their attitudes towards pricing and advertising.
Discusses the issue of attitudes' internal and external structure and the structural motivational, or functional, issue of the goals that attitudes serve. The issue addresses the question of what attitudes are, and the motivational issue addresses the question of why people hold attitudes. After reviewing the classic tripartite cognitive-affective-behavioral analysis of attitudes and introducing the major approaches to understanding attitudes' internal and external structure, the chapter examines the important concept of attitude strength. The chapter proceeds by considering attitudinal selectivity at various stages of information processing—that is, the tendency to process information differentially depending on its consistency with one's attitudes. The next discussion pertains to the relation of attitudes to overt behaviors, one of the 3 response classes through which attitudes are expressed. The functional issue of how attitudes relate to people's general goals are considered. Understanding attitudes' functions should itself be considered a structural issue because the embedding of attitudes in molar structures of values, motives, and personal goals is the focus of this theorizing tradition. Questions concerning attitudes' structure and function are closely intertwined. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
This classic text surveys a number of different theoretical approaches to the related phenomena of attitude and belief change. These theories are grouped into seven major approaches, each presented and evaluated in a separate chapter. Each contributes in an important way to a complete understanding of the persuasion process. Appropriate for both upper level undergraduates and graduates in the social sciences.
This article identifies theoretical antecedents of consumer ethnocentricity and the effect ethnocentricity has on evaluations
toward importing products. Hypotheses pertaining to the relationship between the identified antecedents and consumer ethnocentricity
are developed based on an extensive review of the ethnocentrism and country-of-origin literatures. Also identified are factors
moderating the effect of ethnocentric tendencies on consumers’ attitudes toward importing products. The hypotheses are subjected
to an empirical test using data collected in Korea.
The economic theory of the consumer is a combination of positive and normative theories. Since it is based on a rational maximizing model it describes how consumers should choose, but it is alleged to also describe how they do choose. This paper argues that in certain well-defined situations many consumers act in a manner that is inconsistent with economic theory. In these situations economic theory will make systematic errors in predicting behavior. Kanneman and Tversey's prospect theory is proposed as the basis for an alternative descriptive theory. Topics discussed are: undeweighting of opportunity costs, failure to ignore sunk costs, scarch behavior choosing not to choose and regret, and precommitment and self-control.
From the Publisher:
This ambitious book is an account of the economic and social dynamics of the new age of information. Based on research in the USA, Asia, Latin America, and Europe, it aims to formulate a systematic theory of the information society which takes account of the fundamental effects of information technology on the contemporary world.
The global economy is now characterized by the almost instantaneous flow and exchange of information, capital and cultural communication. These flows order and condition both consumption and production. The networks themselves reflect and create distinctive cultures. Both they and the traffic they carry are largely outside national regulation. Our dependence on the new modes of informational flow gives enormous power to those in a position to control them to control us. The main political arena is now the media, and the media are not politically answerable.
Manuel Castells describes the accelerating pace of innovation and application. He examines the processes of globalization that have marginalized and now threaten to make redundant whole countries and peoples excluded from informational networks. He investigates the culture, institutions and organizations of the network enterprise and the concomitant transformation of work and employment. He points out that in the advanced economies production is now concentrated on an educated section of the population aged between 25 and 40: many economies can do without a third or more of their people. He suggests that the effect of this accelerating trend may be less mass unemployment than the extreme flexibilization of work and individualization of labor, and, in consequence, a highly segmented socialstructure.
The author concludes by examining the effects and implications of technological change on mass media culture ("the culture of real virtuality"), on urban life, global politics, and the nature of time and history. Written by one of the worlds leading social thinkers and researchers The Rise of the Network Society is the first of three linked investigations of contemporary global, economic, political and social change. It is a work of outstanding penetration, originality, and importance.
This is a book and must be bought or borrowed.
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