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Keywords: Intensity of animosity
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2017) 8 (2): 243–260.
Published: 12 June 2017
... is influenced by the intensity of animosity (IOA) as perceived by the individual consumer towards the PO. IOA is a variable affected by the antagonistic emotional impact which is evoked by the egregiousness of the PO’s actions (PO involvement) and consumer connection with the political issue (consumer...
