Purpose The purpose of this paper is threefold. First, it aims to clarify the moderating role of
self-esteem (SE) and susceptibility to normative influence (SNI) in the relationship between …

Purpose This study aims to investigate consumer ethnocentrism and determine its impact on
actual purchasing behavior in relation to six product categories. It also examines the role of …

Due to a globalized economy, most multinational companies have shifted from a multi-local
strategy to a global branding strategy to help them maintain their brand image as a globally …

This study aims to determine the influence of consumer ethnocentrism and general country
image on Vietnamese consumers' perception of product origin and purchase intention …

Although a growing literature has investigated how animosity and consumer ethnocentrism
change customers' perceptions of foreign products in developed markets, research …

The present study aims to examine how consumer guilt and consumer animosity, as
moderators, can impact consumers' purchase intention toward domestic products. A total of …

In times of uncertainty, the study of consumer animosity and how it affects anti-consumption
behavior becomes more important for both academics and practitioners. This study focuses …

Purpose The purpose of this paper is to investigate if animosity outbreaks against China
result in a consumer's reluctance to buy Chinese goods. It further studies the relationship of …

This study expands the empirical evidence amassed to date concerning tourists' decision-
making processes in a situation of conflict between a country of origin's market and country …

Purpose This research aims to contribute to the existing literature on the image of global and
foreign brands, but analyzing the impact on these brands, both ethnocentrism (CE) and …