Identifying Current Themes and Important Future Research Directions in the Field of Consumer Animosity

Ongoing social and geopolitical tensions at regional and international levels fuel consumer animosity toward foreign brands. To accommodate changing sentiments and behaviour, marketing approaches and strategies need to be reimagined which require a structured understanding of the evidence about consumer animosity that has been accumulated in the literature to date. Therefore, the objective of this paper is to provide an overview of consumer animosity and associated determinants and consequences. A total of 142 papers were systematically reviewed and analysed using a thematic analysis approach. The analysis resulted in ten groups of predicting factors and consequences of military, economic, political, social/cultural, and religious animosity. The provided analysis advances the current body of knowledge by providing a comprehensive classification of the determinants and consequences of different types of animosity and offering future research suggestions.