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Keywords: Framing
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Journal Articles
The animosity transfer process: consumer denigration of foreign sponsors and testing potential mitigation strategies
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2021) 38 (6): 1308–1330.
Published: 10 August 2021
... explains the mechanisms by which brand denigration occurs, introducing and validating a model of the animosity transfer process as well as considering if various framing and timing strategies attenuate or lead to adverse consumer responses. Design/methodology/approach Study 1 tests the animosity...
