Consumer animosity: the mitigating effect of perceived brand globalness
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DOI: 10.1108/imr-08-2022-0186
Abstract: PurposeThis research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.Design/methodology/approachThe authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers… read more here.
Keywords: effect; consumer animosity; brand; animosity ... See more keywords