A Structural Equation Analysis of the Animosity Model of Foreign Product Purchase in Egypt

At times, imported brands have become linked with animosity and cultural clashes. This study investigates the influence of consumer animosity on the purchase behaviour of Egyptian consumers regarding Israeli products. Using a large sample of 776 consumers, the animosity model of foreign product purchase has been tested in an Arab non-Western context. The survey results provide reasonable support for the validity of the proposed model. Specifically, the findings from the structural equation model confirm the influence of consumers’ ethnocentrism and consumer animosity on their product judgements and actual purchase behaviour via the mediator role of willingness to purchase. This study contributes to the literature of consumer animosity by examining the animosity model of foreign product purchase in Egypt where virtually no studies have been conducted. The study helps marketers and policy makers to fine-tune their marketing programmes in the Arab world.