Augmenting Consumer Affinity : Ways to increase the number of Chinese fans of Japan

Abstract

Consumer affinity is a subjective concept based on an individual’s emotional bond with a specific object that affects the interaction between the target country, company, brand, or product and the consumer. In international marketing research, affinity has gained attention since the late 2000s as a concept representing consumers’ stable and positive feelings toward a specific foreign country. Previous studies have empirically demonstrated the positive impact of affinity on purchase intentions, as well as product and service evaluations in the target country. However, few studies have examined the managerial question of how marketing actors, such as firms, industry associations, governments, and local governments, can augment the affinity of foreign consumers toward their home countries. Therefore, this study explores some important personal experiences of consumers that affect dynamic changes in consumer affinity by analyzing qualitative data. By analyzing the relationship between affinity changes and the personal experiences of 30 Chinese consumers in Japan, we propose a marketing strategy to increase the number of Chinese fans in Japan, both qualitatively and quantitatively. The results show that some specific experiences in Japan will increase Chinese consumers’ affinity for Japan, regardless of their macro and micro perceptions before arriving in Japan. Furthermore, the evaluation of their consumption experience in Japan compared to that in their home country （China） affected the change in their affinity toward Japan. This study suggests a marketing strategy for Japanese companies, industry associations, and local governments to increase their affinity for Japan by providing Chinese consumers with targeted consumption experiences.