Nationalism vs globalism: Customer citizenship behaviour and foreign product purchase intention
Bibliographic record
Abstract
This paper examines the interplay between socio-psychological variables linked to nationalism and globalism (namely animosity, ethnocentrism and cosmopolitanism), customer citizenship behaviour (CCB) and foreign product purchase intention in the context of global marketing strategy. The paper focuses most closely on the concept of CCB, which has received little attention in international marketing research, while considering nationalistic outbursts and globalist tendencies. CCB and purchase intention models were developed and tested using multilevel mixed-effects linear regression. Results indicate that both consumer animosity and ethnocentrism are negatively associated with CCB toward foreign firms. However, consumer cosmopolitanism has a positive impact on CCB toward foreign firms. The findings also confirm that consumers with CCB toward foreign firms are more likely to buy foreign products. Finally, the results reveal that consumers exposed to trustworthy consumers with CCB toward foreign firms are more likely to purchase foreign products. The setting selected to test models is Chinese and South Korean consumers’ attitudes toward Japan. A total of 160 Chinese and 163 South Korean consumers were sampled.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.000 | 0.001 |
| Scholarly communication | 0.001 | 0.000 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.003 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".