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Journal of the Academy of Marketing Science

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01.07.2015 | Original Empirical Research

Consumer stakeholder responses to reshoring strategies

verfasst von: Silvia Grappi, Simona Romani, Richard P. Bagozzi

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 4/2015

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Abstract

Our research provides insights into the nature of consumer reactions to corporate reshoring. We test the impact of reshoring decisions on consumer willingness to buy and willingness to pay for the products of companies implementing reshoring decisions. We conduct three experimental studies: Study 1 analyzes the processes underlying consumer reactions to reshoring from a moral psychology perspective. Results show the mediating role of positive and negative moral emotions (i.e., gratitude and righteous anger) felt by consumers. Study 2 shows the important role of consumer attribution inferences of company motives for reshoring, and ethnocentrism dispositions of consumers, highlighting boundary conditions of proposed moderating mechanisms. Study 3 tests the proposed model in the context of an actual reshoring case, extending its range of application and addressing external validity. The results improve our understanding and handling of consumer reactions to corporate reshoring.

Vorheriger Artikel The role of organizational learning in stakeholder marketing

Nächster Artikel Walking a tightrope: the joint impact of customer and within-firm boundary spanning activities on perceived customer satisfaction and team performance

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Titel: Consumer stakeholder responses to reshoring strategies
verfasst von: Silvia Grappi
Simona Romani
Richard P. Bagozzi
Publikationsdatum: 01.07.2015
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 4/2015
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-015-0432-y

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