Keywords: Consumer animosity
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Journal Articles
American Journal of Business (2017) 32 (1): 42–57.
Published: 03 April 2017
...Ji Eun Park; Sung-Joon Yoon Purpose The purpose of this paper is to further our understanding of the sources of consumer animosity and the moderating role of product involvement on purchase intentions. Design/methodology/approach Animosity is examined in the context of South Korean consumers...

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