The purpose of this research was to contribute to the development of animosity theory by exploring sources of consumer animosity that can stimulate feelings of animosity toward a target country. Also, investigate the relationships among consumer animosity, consumer ethnocentrism, cultural acceptability, product judgment, reluctance to buy foreign product and product ownership in a developing context – Viet Nam. The study provides theoretical and empirical insights into direct and indirect effects of consumer animosity on purchase intentions, which may be beneficial for both local and international managers who suffer from boycotts of foreign merchandise. |
