Abstract

Consumer animosity represents discomfort towards foreign goods, services and brands originating in countries with which there is some kind of conflict; in this way, a better understanding of consumer behavior in respect of hostilities between countries is sought. On the other hand, the conflicts in Latin America and the Caribbean are often overlooked in the academic literature, which focuses on studying the major Western economies and the great Asian tigers, given their political, economic and military value; for this reason, consumer animosity studies are mostly conducted in these countries. This study seeks to contribute to the scarce literature on consumer animosity in Latin America, through a current conflict between two South American countries, such as Colombia and Venezuela. The data processed through the PLS, allow us to demonstrate how the Colombian consumer, although he may have animosity towards Venezuela, has a positive image of the fast-food restaurants of Venezuelan origin in Colombia. In this way, this study shows that consumer animosity is not widespread, but must be studied specifically for each type of product, service, or brand.

摘要

消费者的敌意表示对源自存在某种冲突的国家的外国商品，服务和品牌的不满；以这种方式，寻求更好地理解消费者在国家之间的敌对行为方面的行为。另一方面，学术文献中经常忽略拉丁美洲和加勒比海地区的冲突，这些文献着重于研究西方主要经济体和亚洲大老虎，因为它们具有政治，经济和军事价值。因此，消费者仇恨研究大多在这些国家/地区进行。本研究旨在通过两个南美国家（例如哥伦比亚和委内瑞拉）之间的当前冲突，为拉丁美洲有关消费者敌意的稀有文献做出贡献。通过PLS处理的数据，让我们展示一下哥伦比亚的消费者，尽管他可能对委内瑞拉怀有仇恨之情，却如何看待委内瑞拉起源于哥伦比亚的快餐店的正面形象。这样，这项研究表明，消费者之间的敌意并不广泛，但是必须针对每种类型的产品，服务或品牌进行专门研究。