| This paper examines the level of animosity among young Chinese consumers toward Japan and the US and investigates if such animosity have any impact on their purchase intention of Japanese and US goods. Based on data collected from 186 Chinese respondents, this study finds that Chinese consumers hold greater animosity toward Japan than toward the US. The study further finds that the Chinese consumers negative preference for Japanese products are higher as compared to their negative preference for US products. The paper concludes with a discussion of the implications of the findings and some recommendations for future research. |
Updated 03/19/2014