Abstract/Summary

Objectives: The purpose of this research is to understand the impact of consumer affinity on brand perceptions. In particular, the study aims to investigate the effect of positive emotional feelings that consumers establish and exhibit towards a foreign country on how they perceive brands originating from the same country, measured by consumer-based brand equity and brand loyalty. Finally, the study examines the impact of consumer affinity on country loyalty. Methodology: The study employs a mixed method approach. Eighteen interviews were conducted with UK consumers to understand what contributes to their affinity feelings and to revise the conceptual framework developed by the researcher. Based on a review of literature and the findings of the qualitative interviews, a conceptual model was developed for empirical testing. To validate the theoretical model, survey data were collected from 507 UK respondents who expressed their affinity feelings as well as their perceptions of car and clothing brands. Findings: Results suggest that consumer affinity plays a vital role in determining brand perceptions. Consumer affinity is positively related to the dimensions of consumer-based brand equity and country loyalty. The dimensions of consumer-based brand equity mediate the relationship between consumer affinity and brand loyalty. Contribution: The study adds to our understanding of the construct of consumer affinity by shedding light on what constitutes affinity feelings. In addition, the study provides a novel conceptual framework to understand-the mechanism through which consumer affinity affects brand perceptions. Finally, the study equips governments with tools to create and leverage affinity feelings towards their countries in addition to providing marketing managers with insights on how to make use of such feelings to better design their branding strategies and position their brands in foreign markets.