Warpath Profits: Firms’ Tenacity in Aggressor Nations and its Effects on Brand Image 0
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2024-07-09
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en
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Abstract
Purpose – To build upon the scarce contemporary literature detailing the relationship between firm presence in aggressor nations and brand image whilst introducing political affiliation as a moderator on this relationship.
Design/methodology/approach – In using an online questionnaire containing questions based on established scales in the literature, this research studies the effect of firm presence in aggressor nations on brand image and the moderating effect of political affiliation on this relationship.
Findings/key results/key conclusions – After conducting the analyses, there is proof for a significant negative effect of firm presence in aggressor nations on brand image. Political affiliation, measured by consumer progressiveness, has a significant positive moderating effect on the relationship between firm presence in aggressor nations and brand image.
Research limitations – Limitations of the research lie in the homogeneity of the sample and its resulting limiting of generalizability. The measurement of political affiliation may not capture the item’s full complexity.
Theoretical and practical implications – The results provide novel insights into the complex business-consumer dynamics in politically and economically tumultuous environments by adding to the existing body of literature.
Originality/value – The research provides explicit data on the primary relationship whilst also introducing political affiliation as a moderator where this has not been done before.
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Faculteit der Managementwetenschappen