The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers’ positive dispositions toward a particular foreign country affect their purchase decisions of...

Die Literatur im Fachbereich internationales Marketing hat in den vergangenen Jahren be-sonderes Augenmerk auf die Untersuchung von Konsumenteneinstellungen gegenüber ande-ren Ländern und den aus diesen resultierenden Konsequenzen für den Absatz ausländischer Produkte gelegt. Hierbei wurden...

Purpose - Consumer affinity may be a key factor in overcoming ethnocentric barriers and promoting a favourable attitude towards specific foreign countries and their products. However, progress in knowledge of this concept in international marketing literature has suffered from a lack of...