The impact of consumer animosity on consumer behavior in the U.S., China, Japan, Korea and Taiwan

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Consumer animosity has negative influence on the attitude towards products and brands. The purpose of this study is aimed at exploring the nature of consumer animosity in the United States, China, Japan, Korea, and Taiwan. Also, this study seeks to confirm a new animosity model. The results suggested that the new analysis framework is a reliable measure across the countries considered in the research, and there were evidences that support the validity of these results. Moreover, the study found that the determinants of consumer animosity might vary from country to country. From these findings, some managerial implications are considered, together with the identification of future research directions.