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International Journal of Law and Management: From boycott to product judgment in the coronavirus era: Chinese products cases
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Abstract
Purpose – This study aims to explain the boycott of Chinese product during the COVID-19 crisis.
Specifically, this paper attempt to empirically test the influence of boycott on the image brand and foreign
product judgment, as well as to testing the influence of brand image on the judgment of these products.
Design/methodology/approach – Data was collected from a stratified random sample (N = 300) of
students and was analyzed by using the structural equation modeling method.
Findings – The results show that the boycott negatively influenced the brand image and valuation of
foreign products. Also, empirical results confirm that the brand image of foreign products positively
influenced consumer judgment.
Practical implications – The success of foreign products is because of a combination of adaptation and
standardization strategies for foreign companies in a local market to resist ace to unexpected economic
conditions. These strategies allowed foreign products to penetrate diverse markets and not to be considered
as a “foreign” brand which must be boycotted even in health crisis. The internationalization of companies and
the opening of subsidiaries in the targeted countries can be considered as a solution for them so that their
products will not be boycotted by consumers and consider them as national products.
Originality/value – Although with the existence of several studies on the boycott of foreign products, little
attention has been paid so far to assess its interactions in times of health crisis such as COVID-19 crisis. This
study contributes to the existing the literature with a research model based on two theories. This study leads
to a better understanding of the role of boycotting foreign products and its impact on the brand image of these
products and their judgments by consumers. On the other hand, this study tested the effect of branding on the
judgment of boycotted products. Indeed, no study has so far examined the influence of consumer boycotts on
the brand image of boycotted products. The authors have already responded to this shortcoming by adding
additional tests for verification, robustness and validation of the results obtained.
Moez LTIFI - Personal Name
NONE
Text
ENGLISH
EMERALD INSIGHT
2021
ENGLAND
JURNAL ILMU HUKUM
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APA Citation
Moez LTIFI. (2021).International Journal of Law and Management:
From boycott to product
judgment in the coronavirus era:
Chinese products cases.(Electronic Thesis or Dissertation). Retrieved from https://localhost/etd