The Effect of Foreign Market Entering Mode on the Reaction of Iranian Consumers to Foreign Products

The purpose of this study is to explore whether Hybrid country-of-origin (COO) that is the result of joint ownership or Foreign Direct investing, decrease the negative effect of Iranian consumer ethnocentrism and economic animosity toward China. The Important concepts that influence on forming effective and normative reflect of consumers toward foreign products and little attention has been paid to investing ways to reduce the negative effect of them. The study was conducted with the SEM method on the data collected from a national sample of Isfahan consumers using a structured questionnaire. The findings suggest that 1-Ethnocentrism and Economic Animosity of Iranian consumers harm the quality evaluation and willingness to purchase of china products. 2- making a hybrid Coo by foreign direct investing improve attitude toward foreign products. The results of this study are of value for foreign firms that when developing marketing strategies for the Iranian market as well as the domestic brand when competitive or cooperation with the foreign company. This study adds to the existing body of knowledge on ethnocentrism and animosity in Iran market, and more specifically, about different of the consequence of these concept based on different COO-cues.