2026-04-22T18:54:44Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/52762021-11-02T12:05:03Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

00925njm 22002777a 4500 dc Jiménez Torres, Nadia Huitzilin author San Martín Gutiérrez, Sonia author 2012-09 At present, firms must face interrelated challenges in global marketing, such as the increased consumer market internationalization and the rapid growth of emerging markets economy. In this context, the purpose of this study is to differentiate between cognitive and affective components of the country–of-origin (reputation of firms from a country–of-origin and animosity) and frame them as antecedents of trust and purchase intention. The study supports the view that the reputation of firms from the country–of-origin helps to engender trust in international markets and indirectly impacts purchase intention. Also, this study analyses the mediation role that trust plays in the relationship between reputation of firms from the country–of-origin, consumer animosity and purchase intention. 1833-3850 http://hdl.handle.net/10259/5276 10.5539/ijbm.v7n17p34 1833-8119 country-of-origin trust reputation animosity emerging markets Emerging Markets Commerce: The Role of Country-of-Origin and Animosity in Purchase Intention