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Exploring the animosity domain and the role of affect in a cross-national context |
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| Authors: | Erik B Nes Rama Yelkur Ragnhild Silkoset |
| Institution: | 1. BI Norwegian Business School, Department of Marketing, Room C 4-083, Nydalsveien 37, 0442 Oslo, Norway;2. University of Wisconsin – Eau Claire, Eau Claire, WI, USA;3. BI Norwegian Business School, 0442 Oslo, Norway;1. Marketing Department, Eastern Michigan University, Ypsilanti, MI 48198, USA;2. Institute of International Business, Georgia State University, Atlanta, GA 30303, USA;1. College of Management, Yuan Ze University, 135 Yuan-Tung Road, Chung-Li, Taoyuan 32003, Taiwan;2. Department of Management, King''s College London, Franklin-Wilkins Building, Stamford Street, London SE1 9NH, United Kingdom;1. Discipline of Management Studies, Faculty of Business, Government and Law, University of Canberra, Bruce, ACT 2601, Australia;2. School of Business, Monash University Malaysia, PO Box 8975, 46780 Kelana Jaya, Selangor, Malaysia;3. Southern Cross Business School, Faculty of Business and Law, Southern Cross University, Locked Bag 4, Coolangatta, QLD 4225, Australia |
| Abstract: | PurposeThe purpose of this paper is to contribute to the development of animosity theory in three areas; construct domain, the mediating role of affect and model testing.Design/methodology/approachExploratory and empirical research is carried out in two countries in order to explore the domain and to test the factor structure and the hypotheses through confirmatory analysis.FindingsWe find animosity is a four-dimensional construct which impacts buying behavior through affect.Originality/valueThe research extends the domain of the animosity construct to a four-dimensional structure rather than the two-dimensional structure used in most previous studies. It is the first study to empirically test an extended animosity domain and investigate the mediating role of affective emotional responses between animosity and buying intentions. |
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