Abstract:
With the growth of international trade and travel, consumers are increasingly confronted with foreign products and services.
But some negative attitudes towards foreign products can arise from several factors such as previous or ongoing political, military,
economic, or diplomatic events. Thus, both consumer ethnocentrism and consumer animosity have become important constructs in
marketing. The purpose of this study is to investigate whether consumer ethnocentrism and consumer animosity affect repurchase
intent towards U.S. products and whether this impact is moderated by customer loyalty. The findings of the research indicate that
consumer ethnocentrism increases consumer animosity for the sampling. The present study also denotes that both consumer
ethnocentrism and animosity have a negative impact on repurchase intent toward U.S. products in Turkey. According to the results
of regression analyses, customer loyalty may not be an important moderating factor between consumers’ animosity and repurchase
intent toward U.S. products. However, customer loyalty moderated the relationship between consumer ethnocentrism and
repurchase intent toward U.S. products. Further implications for Turkish consumers in supermarkets in the province of Nevşehir are
discussed. The value of future research is also acknowledged.
