Lee, Hsiang-Ming; Chen, Tsai; Chen, Yu-Shan; Lo, Wei-Yuan; … - In: Asia Pacific Journal of Marketing and Logistics 33 (2020) 3, pp. 712-730
Purpose: The purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM). Design/methodology/approach: This study conducted a 2 (consumer ethnocentrism) × 3 (consumer animosity)...