This study examined factors associated with the purchase of a foreign product, a Toyota automobile. Automobile owners (N = 361) were surveyed by telephone. Compared to nonowners, Toyota owners had more positive attitudes toward the Toyota manufacturer and less positive attitudes toward dealers of other automobile brands. There were no differences between owners and non-owners in attitudes toward Toyota dealers and manufacturers of other automobile brands. These findings suggest that dissatisfaction with dealer services may contribute to the willingness to switch brands and that positive attitudes toward specific brands is a basis for the new brand selected. Toyota also owners have lower global consumer loyalty than nonowners, reflecting a greater willingness to switch brands. The findings are discussed in light of consumer trends in the automobile market and “Buy American” campaigns.
ASJC Scopus subject areas
- Business and International Management