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Consumer animosity in the wake of Russia–Ukraine war has gained significance in consumer behavior research. In this line, this study aims to examine the critical influence of consumer animosity in developing brand attitude and its ensuing outcomes – brand boycott behavior and brand-country image – the moderating role of perceived intrusiveness on the relationship between consumer animosity and brand attitude and the moderating role of altruism between brand attitude and behavioral outcomes.

Using the data obtained from 411 European consumers, data analysis was performed using structural equation modeling to examine the proposed relationships.

The findings revealed a strong negative influence of consumer animosity on brand attitude, which eventually leads to brand boycott behavior and a negative brand-country image. This work also confirmed the boundary condition of perceived intrusiveness on the effect of consumers’ animosity on brand attitude. Furthermore, the authors validated the moderating effects of altruistic behavior on the relationships between brand attitude and boycott behavior and brand-country image.

This study offers theoretical, practical and policy implications in international marketing domain. The authors acknowledged a few shortcomings and made some recommendations for future research.

In the context of the Russian–Ukraine war, this study creates a novel conceptual framework based on consumer animosity. In the current scenario, provide critical perspective on how European customers’ animosity to Russian brands develops their adverse attitudes. This study also highlighted the alternatives to Russian brands when they were boycotted during the Russia–Ukraine war.

This study aimed to investigate the influence of brand-targeted animosity on consumers' boycott intentions for target fashion products via their cognitive and affective evaluations, in the context of the “Xinjiang cotton ban” incident. The moderating role of xenocentrism was also examined.

Data were collected through an online survey in China using convenience sampling, and 411 valid responses were obtained. The collected data were analyzed using SPSS 26.0 for the descriptive statistics, frequency analysis and reliability analysis. AMOS 24.0 was employed for the confirmatory factor and structural equation modeling analyses. Bootstrapping analysis using PROCESS Macro was employed to analyze the moderating effects.

This study found that consumers' brand animosity directly and positively affected boycott intentions and that this influence was sequentially mediated through cognitive-affective evaluations. However, cognitive product judgment did not directly affect boycott intentions. The results showed that xenocentrism had a moderating effect on the relationship between animosity and cognitive judgment. The higher the xenocentrism of consumers, the weaker the negative effect of animosity was on cognitive judgment.

This study bridges the gap in the literature on animosity and xenocentrism in a fashion-related context through examining the consequences of brand animosity.

This study introduces and investigates the concept of consumer pandemic animosity to (1) develop and validate a scale (i.e. CPAS) to measure consumer animosity in the context of a health pandemic; and (2) identify the effects of pandemic animosity on consumer purchase intentions in the field of general consumption and tourism.

The CPAS factor structure was initially tested on a sample of 201 American consumers based on participant interviews and expert evaluations. This exploratory phase identified two factors, namely CPAS emotions and beliefs, which were subsequently supported in the confirmatory factor analysis. Measurement and configural invariance of CPAS and discriminant and nomological validity were confirmed in an independent sample of 303 American consumers. A new sample of 203 Canadian consumers was used to test the external validity of CPAS by controlling for other types of consumer animosity dimensions. Structural equation modelling was used to test the effects of CPAS on consumer purchase intentions in general product consumption and tourism.

This study contributes to expanding on the conceptualization of the consumer animosity construct that has been dealt with in economics, politics, culture and religion but never of a pandemic health crisis to date. Results indicate the psychometric soundness of the CPAS and the multifaceted nature of this construct by clearly identifying two levels of animosity (i.e. beliefs and emotions). Moreover, the structural model shows a significant and unique impact of pandemic animosity on consumer purchase intentions and travel intentions.

This is the first empirical study proposing a new scale to measure the consumer disposition of animosity developed due to a pandemic affecting the world. It also offers a new dimension to the typology of animosity proposed by Jung et al. (2002): intentionality (intention-driven vs non-intention-driven). This paper presents a number of propositions that serve to identify testable hypotheses amenable both to validation and usefulness.

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) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.

The authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.

By highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.

This paper aims to examine the variation in Arab/Muslim consumers’ willingness to buy (WTB) from product’s origins (POs) involved in the Arab/Muslim-Israeli animosity case despite their common nationality and religious affiliation.

Qualitative research methodology is used. A total of 30 Arab and Muslim individuals were interviewed, and web documents were analysed. A grounded theory approach is adopted to analyse the data collected.

The results reveal that the variation in WTB from offending PO among Arab/Muslim consumers 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 involvement) and is moderated by the time of the PO’s egregious actions.

Politically favourable POs in the Arab/Muslim world need to target consumers who perceive greater connection with the political issue, whereas politically unfavourable POs need to target consumers who perceive weaker connection with the political conflict, in addition to distancing themselves from it.

This is an original attempt to gain insight into the different levels of willingness of fellow nationals to buy a product from an offending nation in the context of Arab/Muslim-Israeli animosity which is explained through the IOA model of foreign product purchase.

The study aims to explore the novel issue of how consumers perceive sponsorship initiatives by foreign companies and how the sponsors' country-of-origin (COO) cue may influence sponsorship outcomes.

The measurement model and proposed relationships were tested based on a sample of 811 Chinese consumers using confirmatory factor analysis and structural path analysis.

The results reveal that attitudes toward the sponsor completely mediate the effect of event involvement on willingness to buy from the sponsor (WBS). Attitudes toward the sponsor also partially mediate the relationship between economic animosity towards a specific sponsor's COO and WBS. Additionally, the level of a country's economic competitiveness found to moderate the negative relationship between economic animosity, attitudes toward the sponsor and WBS.

The nature of the product type and the desire of the consumer to own such a product may have influenced the measurement of willingness to buy.

The research adds to the existing knowledge by identifying the opportunities and potential biases that a foreign company may encounter when considering sponsoring a mega sport event in a different cultural context. The study helps managers to understand how sports sponsorship could be used effectively in emerging markets.

The proposed conceptual model advances the application of classical conditioning theory, the consumer animosity model of foreign product purchase and the belief-attitude-intention hierarchy in the sponsorship arena. It is the first investigation of the role of event involvement and economic animosity in understanding sponsorship responses.

The main purpose of this research is to empirically test how animosity, religiosity, and ethnocentrism interact to affect judgment about US products and purchase action of consumers in a progressive Islamic country like Malaysia. There are many studies that have been conducted in conservative Islamic countries such as Iran, Jordan, Morocco, Pakistan and Saudi Arabia.

The product chosen for this research is US fast food restaurants. A questionnaire was constructed and responses were obtained from 410 Malaysian consumers from different ethnic backgrounds. The authors tested the framework using structural equation modeling (SEM).

Based on the test results, the authors conclude the following significant relationships: animosity on purchase action of consumers, ethnocentric tendencies on animosity of consumers, religiosity on ethnocentric tendencies of consumers, religiosity on animosity of consumers, ethnocentric tendencies of consumers on judgment of foreign product, foreign product judgment of consumers on purchase action, and animosity and ethnocentrism play mediating roles.

The current study adds significantly to the body of knowledge on consumer behavior, especially the roles of animosity, religiosity, and ethnocentrism. The findings can help marketing managers to formulate appropriate strategies when consumers decide to boycott US products.

The study aims to investigate the concept of animosity that is based on traditional enmity and that which originates from other grounds. The study examines whether animosity that is based on these different causes has differing effects on perceptions and purchase decisions of the tourist destination product.

The study is based on data collected via an online questionnaire concerning the perceptions, feelings and visitation intentions of Chinese individuals toward Japan, as the traditional enemy, or toward other countries without a history of enmity with China. A model of relationships is tested.

The findings determine that animosity is formed differently depending on the target country. In addition, the influence of animosity on intention to visit and perceived risk of visiting the destination vary when animosity is based on traditional enmity reasons and when it is grounded on other causes. The influence of animosity on risk perceptions is also verified.

The study provides information that can be used to manage a country's brand in the Chinese market and to segment Chinese consumers based on their feelings of animosity toward certain countries.

The study is original as it compares animosity and its influence when it is based on causes related to traditional enmity and when it is grounded on other reasons. It is also one of the few studies to address the relationship between animosity and perceived risk.

The purpose of this paper is to highlight the globality and intentionality aspects of consumer boycotts among the Muslim dominant markets around the world through the consumer animosity perspective, to provide better understanding of the issues. Some applied and potential solutions for marketers and policy makers in dealing with the issues are also discussed.

The analytical definition of consumer boycotts through the consumer animosity perspective is proposed and the relevance of the discussion is considered. The relationships between the globality and intentionality attributions with animosity and consumer boycotts are assessed before strategies to deal with the issues are diagnosed. Seminal works of classic and current consumer boycotts and animosity literature are reviewed in developing the conceptual background of the paper. Further conceptual reflections are stated based on the depicted current events in the market around the world.

The conceptual discussion revealed that consumer boycotts in the Muslim dominant market and animosity are two related issues worthy being explored. The issues are of the global concern and occurred unintentionally, therefore they could stimulate unexpected outcomes for the marketers and policy makers alike. Nonetheless, several strategies in dealing with the issues are found to be effective in preventing the issues from getting worse. However, the strategies would not work for all entities in all situations. Understanding the root of the issues would be the best solution.

The discussion is limited to conceptual background of the aspects discussed. Further empirical studies would enhance the applicability of the discussions presented.

In order to find strategies to deal with consumer boycotts in the Muslim dominant markets, marketers need to understand the real reason for the events to occur and demonstrate sincere understanding towards the issues. By doing so, consumer boycotts would not obstruct the progress and growth of the international business in general. Looking at the issues from the animosity perspective is a prolific attempt to understand the events.

The paper reveals the relationship between consumer boycotts and animosity in the Muslim dominant markets and offers understanding of the specific events occurrence. The discussion is extended to describe the events' globality and intentionality attribution assessment.

Drawing on the theories of social identity and realistic conflict theory, the purpose of this study is to enrich the literature by proposing and testing a model conceptualizing the relationships between animosity, an antecedent (tourists’ perception of a heritage site) and demand variables (e.g. length of stay).

Data collected for the study is based on a combination of qualitative (20 interviews) and quantitative research (n = 330) methods.

The study demonstrates that animosity should be integrated into tourism research. The study provides relevant insights indicating that animosity harbored toward locals is crucial to the understanding of tourists’ behavior.

The study provides relevant insights indicating that animosity harbored toward locals is crucial to the understanding of tourists’ behavior.

Managerial implications for those entrusted with the promotion of tourism and site management are suggested in areas at the heart of a conflict.

The study of animosity challenges the common view in heritage tourism which focus on positive emotions harbored by tourists. In the present study, the authors focus on the consequences of negative emotions.

摘要

采用社会认同和现实冲突等理论来尝试充实文献, 具体做法为：提出并测试模型以确立憎恶、先行条件（游客对遗产地的感知）、需求变量（例如停留时间）之间的关系。

结合定性（20次访谈）和定量（n = 330）两种研究方法, 为本项研究收集数据。

研究表明：应将憎恶纳入旅游业研究中。本次研究提供的相关见解表明：游客对当地人怀有的敌意, 对于理解游客行为至关重要。

遗产旅游业的普遍观点侧重于研究游客所怀有的积极情绪, 对其敌意情感的研究对这一普遍观点提出了挑战。在本项研究中, 我们侧重于负面情绪产生的后果。

憎恶、遗产地、西岸、行为意图、犹太定居者、巴勒斯坦人

研究论文

Basándonos en las teorías de la identidad social y la teoría realista del conflicto, intentamos enriquecer la literatura proponiendo y probando un modelo que conceptualice las relaciones entre la animosidad, un antecedente (percepción que tienen los turistas de un sitio patrimonial) y las variables de demanda (por ejemplo, la duración de la estadía).

Los datos recopilados para el estudio se basan en una combinación de métodos de investigación cualitativa (20 entrevistas) y cuantitativa (n = 330).

El estudio demuestra que la animosidad debe integrarse en la investigación turística. El estudio proporciona información relevante que indica que la animosidad contra los lugareños es crucial para comprender el comportamiento de los turistas.

El estudio de la animosidad desafía la visión común en el turismo patrimonial que se enfoca en las emociones positivas que albergan los turistas. En este estudio nos centramos en las consecuencias de las emociones negativas.

Animosidad, sitios patrimoniales, cisjordania, intenciones de comportamiento, colonos judíos, palestinos.

Trabajo de investigación