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Consumer Reshoring Sentiment and Animosity: Expanding Our Understanding of Market Responses to Reshoring

  • Silvia GrappiEmail author
  • Simona Romani
  • Richard P. Bagozzi
Research Article
  • 70 Downloads

Abstract

Although an increasing body of research has focused attention on reshoring, namely, a company’s decision to relocate activities back to the home-country, how and when reshoring impacts market responses remains largely understudied and requires specific theoretical and empirical consideration. Our study complements existing research on reshoring by adopting a demand-side perspective. Through multiple, experimental and survey-based studies, conducted in two countries (Italy and the US), we verified that the interplay between Consumer Reshoring Sentiment (CRS) and Consumer Animosity (CA) leads to specific emotional reactions (gratitude and relief) which, in their turn, affect relevant market responses (positive word of mouth, willingness to buy, advocacy behaviors). Our work provides interesting insights for practitioners and international managers evaluating reshoring; they can capitalize on the positive market responses to reshoring by considering both reshoring sentiments characterizing the home-country market and consumer animosity associated with tensions between the countries involved in the reshoring decision.

Keywords

Reshoring Location strategy Consumer reshoring sentiment Consumer animosity Market responses 

Notes

Acknowledgements

The authors would like to thank the editors and the two anonymous reviewers for their useful comments and suggestions.

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Copyright information

© Springer-Verlag GmbH Germany, part of Springer Nature 2019

Authors and Affiliations

  1. 1.Department of Communication and EconomicsUniversity of Modena and Reggio EmiliaReggio EmiliaItaly
  2. 2.Department of Business and ManagementLUISS Guido CarliRomeItaly
  3. 3.Stephen M. Ross School of BusinessUniversity of MichiganAnn ArborUSA

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