Purpose

Consumer affinity may be a key factor in overcoming ethnocentric barriers and promoting a favourable attitude towards specific foreign countries and their products. However, progress in knowledge of this concept in international marketing literature has suffered from a lack of integration and analysis. The purpose of this study was to shed new light on the concept of consumer affinity based on a comprehensive systematic review of the literature, provide a critical analysis of previous research in terms of conceptual, methodological and substantive issues and problems and offer avenues for future research.

Design/methodology/approach

This structured systematic review of consumer affinity included articles published in international peer-reviewed journals from 2008 to 2021, examining key conceptual, operational and substantive aspects.

Findings

This systematic review of articles on consumer affinity published over the past 14 years revealed that this line of research is a growing vibrant domain in the context of international marketing. It also showed that current knowledge of consumer affinity is characterized by theoretical inconsistencies, contradictory empirical results and scant international marketing research in the affinity domain.

Originality/value

This article provides an overview of the extant literature on consumer affinity and yields a consolidated image of its current status, as well as a research agenda that raises new questions for the academic community.

中文翻译：

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消费者亲和力研究回顾：最新进展和未来方向

目的

消费者亲和力可能是克服种族中心主义障碍和促进对特定外国及其产品的积极态度的关键因素。然而，国际营销文献中对这一概念的认识却因缺乏整合和分析而受到影响。本研究的目的是在对文献进行全面系统回顾的基础上，对消费者亲和力的概念提出新的认识，从概念、方法和实质性问题和问题方面对先前的研究进行批判性分析，并为未来的研究提供途径.

设计/方法/方法

这份对消费者亲和力的结构化系统评价包括 2008 年至 2021 年在国际同行评审期刊上发表的文章，研究了关键的概念、操作和实质性方面。

发现

对过去 14 年发表的有关消费者亲和力的文章的系统回顾表明，在国际营销的背景下，这一研究领域是一个日益活跃的领域。它还表明，当前关于消费者亲和力的知识的特点是理论不一致、实证结果相互矛盾以及在亲和力领域的国际营销研究很少。

原创性/价值

本文概述了有关消费者亲和力的现有文献，并给出了其当前状态的综合图像，以及为学术界提出新问题的研究议程。