作者
Bodo B Schlegelmilch, Mubbsher Munawar Khan, Joe F Hair
发表日期
2016/2/8
期刊
International Marketing Review
卷号
33
期号
1
页码范围
156-174
出版商
Emerald Group Publishing Limited
简介
Purpose
– Halal food endorsements perceived positively by the focal target group may lead to a negative reaction of consumers that harbor animosity against this target group. For such potentially controversial endorsements, in-group animosity against out-group associated product endorsements could lead to a rejection and even an outspoken disapproval of these food products. The purpose of this paper is to explain what drives in-group reactions to Halal endorsements.
Design/methodology/approach
– The authors use Social Identity Theory and the Social Dominance Theory in explaining animosity toward out-groups and willingness to buy products with Halal endorsements. Specifically, the authors analyze the reaction of more than 800 in-group majority Christians toward out-group minority Muslim directed Halal endorsements. Following the development of …
学术搜索中的文章
BB Schlegelmilch, MM Khan, JF Hair - International Marketing Review, 2016