What is it about?
This article explains why consumers may buy products from politically offending companies and countries despite animosity between the two.
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Why is it important?
The current literature on animosity lacks answers to why consumers within the one nation have different willingness to buy from the offending product's origin. This study covers this gap in the literature.
Perspectives
Compared to 'animosity' construct, 'Intensity of animosity' with its antecedents and moderator provides more precise explanation to why fellow nationals react differently to offending product's origin's actions.
Tariq Abdullatif Halimi
La Trobe University
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This page is a summary of: Examining the variation in willingness to buy from offending product’s origin among fellow nationals, Journal of Islamic Marketing, June 2017, Emerald,
DOI: 10.1108/jima-01-2015-0003.
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