The effects of consumer ethnocentrism and consumer animosity on perceived betrayal and negative word-of-mouth

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) between-subject experiment design to test the hypotheses. Comprised of 380 respondents, this study used ANOVA to examine the data. Findings The results showed that if a...