During the past three decades, politicians, researchers, as well as
managers have stressed the role of globalization in the world
economy and its effect on consumers. This notion of "globalization"
makes it necessary, that marketers should have a better
understanding of foreign consumer reactions toward their brands.
However, this notion of globalization should not be taken for
granted. It is disappearing because of certain norms such as "buy
domestic" and events like September 11th, and terrorism. This leads
to the emergence of two new constructs from the marketing
literature and suggest important additional factors that the
international manager should consider when making branding
decisions: consumer animosity toward a producing nation, and
consumer ethnocentrism. This piece of study explores the
antecedents of consumer animosity in Indian context. Moreover, it
is established that religion plays pivotal role in shaping
individual's behavior taking this as an cue this research attempts
to study religious animosity as one of the construct of animosity
including war, political and economy.
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