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Developing economies represent the next great opportunity for global growth, and consumers there are expected to start to enjoy an ever increasing range of foreign products. Most consumers all over the world are familiar with more products and brands as countries all around the world are agreeing on international agreements to remove tariff barriers. However, countries are trying to establish non- tariff barriers to protect their national products. Consumer ethnocentrism appears to be one of the most enduring types of non-tariff barrier. The American wars against Afghanistan in 2001 and against Iraq in 2003 gave raise to anti-American feeling in the Middle East and North Africa. Feelings of animosity (general, military and economic) may lead to reluctance or unwillingness to purchase goods sourced from the aggressor country. Companies which are linked with a country whose military, economic, or political histories are controversial must measure levels of animosity in targeted markets. Perhaps, knowledge of feelings of animosity among consumers in international markets can help marketing managers to develop more effective marketing strategies.

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Saeb Farhan Al Ganideh is an assistant professor of International Marketing at Al Zaytoona University of Jordan (AZUJ). He received his M.S. in Marketing and his Ph.D. in International Marketing at the University of Huddersfield (The U.K). Dr. Al Ganideh has published a number of articles in international marketing.

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