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Keywords: Russia–Ukraine war
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Journal Articles
Critical Perspectives on International Business (2024) 20 (1): 49–70.
Published: 20 November 2023
...Naeem Akhtar; Huda Khan; Umar Iqbal Siddiqi; Tahir Islam; Iva Atanassova Purpose Consumer animosity in the wake of RussiaUkraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of consumer animosity in developing brand...

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