Investigating the Origins and Factors Influencing the Formation of Kuwaiti Consumer Animosity towardIranian Products
سال انتشار: 1397
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 410
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شناسه ملی سند علمی:
CARSE03_094
تاریخ نمایه سازی: 18 خرداد 1398
چکیده مقاله:
Consumer animosity, has a significant effect on consumers’ feelings and, subsequently, theirpurchase intention. This is more evident in neighboring countries and countries with a long history and,accordingly, is more importance to their marketers. Thus, marketers should first become aware of thepossible presence of consumer animosity in their countries then, investigate the causes of formation ofsuch attitude in order to adopt the necessary strategies to make relevant changes. The authors tried toidentify the roots of Kuwaiti consumer animosity toward Iranian products through a comprehensivereview of the relevant literature and interviews and examine its influence by conducting expert surveys.These surveys collected the opinions of 15 experts of regional affairs in Iran. The results showed thatpolitical factors and disputes between the two countries have affected Kuwaitis and played the mostsignificant role in the formation of consumer animosity toward Iranian products in Kuwait.
کلیدواژه ها:
نویسندگان
Ali Bonyadi Naeini
aaAssistant Professor - A Member of the Management and Business Engineering Group , Progress EngineeringDepartment, Iran University of Science and Technology
Seyyed Mohammad Kiahosseini
Graduated of Executive Master of Business Administration (EMBA) , Progress Engineering Department, IranUniversity of Science and Technology
Mehdi Zamani
Graduated of Executive Master of Business Administration (EMBA) , Progress Engineering Department, IranUniversity of Science and Technology