Antonia Russell, Cristel; Russell, Dale W.; Neijens, … - In: European Journal of Marketing 45 (2011) 11/12, pp. 1715-1724
Purpose – The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the...