Abstract
Contextualized in the recent territorial dispute between Japan and China, this research examines consumer animosity from the perspective of transnational Chinese consumers. This study provides a multidimensional model of animosity and tests an integrative model that links cultural identification, antecedents (i.e., patriotism, nationalism, and internationalism), and moderators of consumer animosity (i.e., perceived symbolism and perceived threat). Transnational Chinese consumers' cultural identification was found to significantly influence the mechanisms underlying their animosity against Japanese products.
