Abstract
The marketing literature has demonstrated that political animosity influences consumers’ boycott intention. However, this question has rarely been examined in the hospitality setting. Thus, by utilizing cognitive appraisal theory and value-belief-norm theory, this study proposes a model to investigate the effect of animosity on ethnic dining behavior. To this end, this study examines the effect of animosity on switching intention by examining the structural relationships among anticipated negative emotions, personal norms, and switching intention. Study results demonstrate that individuals’ animosity beliefs influence their intention to switch to a different ethnic restaurant through anticipated negative emotions and personal norms. The current study’s findings provide ethnic restaurateurs with insights on how to revise marketing strategies when animosity is raised toward the origin country of which their ethnic cuisine is based on.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
