Journal Press India^®

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Brand strategies involve inherent choices between using global brand across markets and developing brands for specific market. In the present context, it is proposed that influence of religion is causing unfavourable attitude towards products manufactured or associated with a specific country. This animosity labelled as religious animosity in addition to economical, political, or direct military conflict. The study intends to establish that religious animosity is a related construct to country of origin and is unique from consumer ethnocentrism. A critical review of empirical studies on consumer animosity was done to identify the antecedents of consumer animosity by Indian consumers and underlying reasons for such animosity. A model explaining Indian consumer animosity towards Pakistani products is developed and tested. Further, a conceptualisation model has been proposed to establish religious animosity as one of the antecedent of consumer animosity. There is a significant link between religious animosity and purchase intentions. The results indicate a strong inverse relationship between the two indicating that both correlate highly, albeit in a negative fashion.

Keywords

Consumer Animosity, Ethnocentrism, Religious Animosity, Pakistan

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