CONSUMER ANIMOSITY: A REVIEW AND FURTHER RESEARCH IN VIETNAM

Abstract

This paper aims to review the literature on animosity, which aims at analyzing the structure of consumer animosity construct and finding research gaps for future research in Vietnam. Selected papers are from peer-reviewed journals on ProQuest, ScienceDirect, Springer database from 2007 to 2019. This literature review comprises five groups: construct structure, typologies, research context, measurement model and evaluation of consumer animosity. The review shows two possible measurement models of consumer animosity, the validity of which needs to be examined. Consumer animosity has one or more dimensions, such as war, military, politic, economic, religion and personal factors. It is revealed that consumer animosity has negative effect on buying intention. A number of issues are proposed for further research in the context of Vietnam.