Examining the role of hybrid products in a consumer animosity setting
This paper aims to examine the effects of animosity on consumers? willingness to buy hybrid products (i.e. products that involve affiliations of two or more countries - such as branded in Japan but made in China). By examining the Chinese consumers? animosity towards the Japanese, the study?s findin...
| Main Authors: | , |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/42927 |