An Empirical Study On The Relationship Among Consumer Animosity, Consumer Ethnocentrism And Brand Trust

Purpose: Few research has studied the relationship among consumer animosity,consumer ethnocentrism and brand trust so far. This paper aims at bridging this research gapand finding out the relationship between consumer animosity, consumer ethnocentrism anddifferent dimensions of brand trust.Design/methodology/approach: A quantitative methodology is adopted using SPSSStatistics17.0and Amos17.0.2. The data are based on a survey conducted on the internetaimed at university students.Findings: Consumer animosity had a negative effect on consumers’ trust in the brand’sintegrity and benevolence and no significant effect on the consumers’ trust in the brand’scapability and performance whilst consumer ethnocentrism had a negative effect onconsumers’ trust in the brand’s capability and performance and no significant effect on theconsumers’ trust in the brand’s integrity and benevolence.Originality/value: This paper not only for the first time made an empirical study on theimpact of consumer animosity and ethnocentrism on brand trust, but also discovered that theimpact varies depending on the dimension of brand trust. This finding can provide strategicguidance for marketing efforts that aim to weaken the negative effect of consumer animosityand ethnocentrism on brand trust.