Exploring the Antecedents of Consumer Animosity in Indian Context (Paperback)

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.