Abstract
This study tried to estimate the effects of animosity on the purchase intention of the global brand based on Klein et al.(1998)'s animosity model. Uniclo, a Japanese brand was chosen as the foreign brand and the effect of the perceived globalness was estimated. In addition, quality judgement and consumer ethnocentrism were added as control variables.
 The results showed that both war animosity and economic animosity were significant. Perceived globalness was also significant. Quality judgement was significant but consumer ethnocentrism was not significant. Finally discussions, managerial implication, limitations and suggestions for future study are provided.
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