Consumer affinity is defined as a feeling of liking for a specific country based on consumers' personal experience or subjective perception.With the increasing trend of globalization,the feeling of liking and fondness consumers hold toward a specific country has a significant impact on their psychological cognition and consumption decisions,thus academic researchers have paid more and more attention to consumer affinity.By focusing on the aspects of definition and drivers,dimensions and measurement,and consequences,this paper reviews related studies on consumer affinity,and compares it with the opposite construct,namely consumer animosity,and related constructs like country-of-origin effect and consumer ethnocentrism.Finally it prospects for future research directions.
A Literature Review of Consumer Affinity and Prospects
Foreign Economics & Management Vol. 38, Issue 01, pp. 76 - 86 (2016) DOI:10.16538/j.cnki.fem.2016.01.007
Cite this article
Guo Gongxing, Zhou Xing. A Literature Review of Consumer Affinity and Prospects[J]. Foreign Economics & Management, 2016, 38(1): 76–86.