...Jeoung Yul Lee; Joong In Kim; Alfredo Jiménez; Alessandro Biraglia Purpose This study examines the impact of situational and stable animosities on quality evaluation and purchase intention while also testing the moderating effects of within- and cross-country cultural distance. It focuses...

...Nadia Jiménez; Sonia San Martín Purpose – This paper aims to investigate if trust plays a mediating role on the country-of-origin (COO) brand reputation and consumer animosity effects in determining consumers’ purchase intentions in both emerging and developed markets. Design/methodology...