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The influence of demographic profiles on consumer animosity, consumer ethnocentrism and patriotism

Author:

Khairul Anuar Mohammad Shah and Hasliza Abdul Halim

Subject Area:

Social Sciences and Humanities

Abstract:

This paper examines whether, in the context of a fast emerging economy like Malaysia, demographic variables namely age, gender, education, income and region influence the consumer animosity, consumer ethnocentrism and patriotism among Malaysian Muslim consumers. The data was collected by using survey questionnaire and the analyses were conducted on 663 respondents in Malaysia. The findings suggest that gender, age and region have an influence on consumer animosity. All the five demographic variables show a significant relationship with consumer ethnocentrism, whereas only age has an effect on the patriotism among Malaysian Muslim consumers.

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