A conceptual investigation into the effects of cultural animosity on Middle Eastern consumers' purchase intentions

Purpose – The purpose of this paper is to outline a conceptual model for the investigation of cultural animosity and its effects on purchasing intentions in the Middle East. Design/methodology/approach – The proposed methodology consists of three well‐known Western (preferably American) franchises being evaluated based on survey research of local Middle Eastern consumers. Data are collected and compared for the three franchises with emphasis implied within the survey on the invasion of Iraq (2003). Respondents are compared based on their individual levels of animosity and how that animosity translates into purchasing intentions. Findings – The paper proposes a direct link between brand perceptions/brand equity and Middle Eastern consumers' purchasing intentions with a moderating influence of cultural animosity and individualism/risk propensity. Practical implications – In response to an increasingly hostile geopolitical environment, it is important for marketers to assess political animosities in consumer‐brand perceptions and purchase intentions. Deeper investigation of this phenomenon may provide helpful tips for managers to assess the impact of animosity on brand image abroad. Originality/value – The conceptual framework integrates extant literature on brand perceptions into an emerging market context (i.e. the Middle East). The Middle Eastern consumer market has received surprisingly limited attention by marketing researchers as a whole, and branding researchers in particular. This paper attempts to bridge the gap for future research in the area.