... animosity. Higher perceived credibility increased social media revenge and reduced the desire for reconciliation. These effects were amplified by consumer animosity and attenuated by discloser influence. Practical implications Multinational brands face a heightened reputational risk from unverified...

...Han Yin; Eddy S. Fang; Treasa Kearney; Miranda Mirosa; Cangyu Jin Purpose Deglobalisation is challenging traditional trade patterns, with multinational companies increasingly facing boycotts driven by consumer animosity towards countries of origin (CO). Given the prominence of consumer animosity...

... consumer animosity and willingness to buy. Design/methodology/approach This study used a survey-based within-subjects design, collecting data in the UK and France across five waves before, during, and after the 2020 US presidential election. Linear panel regressions were performed to analyze temporal...

... their relationship with the brand (Aquino et al., 2006). Furthermore, we reveal that consumer animosity (the mental hostility and active hatred that consumers of one country hold toward another country, Klein et al., 1998) amplifies the positive effect of brand nationality on UBA, which...

... only This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions. The authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420...

... normative influences (value-expressive and utilitarian influences) shape consumers’ animosity attitudes and purchase intentions; and (b) building on the normative influence perspective and separating consumption context into purchase (online vs. offline) and usage (private vs. public) contexts. The goal...

... The purpose of this paper is to explore the effects of consumer animosity on conspicuous consumption in two research settings: Israel and Russia. The study also examines: the relationship between susceptibility to norm influence (SNI) and consumer animosity, whether SNI affects consumers’ willingness to buy...

... the mechanism of cognitive dissonance (Festinger, 1957), which prompts consumers to change their behavioral intentions when faced with misclassification. Using two experiments, we examine the moderating role of consumer affinity (Study 1), along with consumer animosity for and knowledge of the product (Study 2...