...Muhammad Kashif; Zainudin Awang; John Walsh; Umair Altaf Purpose – The studies which connect international marketing emotions with perceived service quality are scarce. The purpose of this paper is to fill this knowledge gap and take into account the consumers’ perceived animosity, religiosity...

... animosity and consumer racism negatively affect willingness to buy Halal food by majority ethnic groups whereas ongoing acculturation moderates these relationships. Research limitations/implications – The main limitation of this study is use of a combination of convenience sampling and snowball...