This animosity is a negative sentiment against the country that considers itself an aggressor, that is to say, it is not a generalized feeling towards all other countries, but in a very specific way towards the country or countries with which one conflicts (Klein et al., 1998). These differences often provoke in the citizens of a certain country, an unease towards the country that they consider as aggressor represented by the animosity of those citizens who feel affected in some way. These profound differences between nations generate considerable problems, which, in extreme situations, can become political, commercial or military wars (Isakov et al., 2019). Although most of these differences are usually resolved peacefully within a framework of common interest for countries in conflict, it is also true that there are differences that tend to develop into very complex situations, which even tend to persist over time.

It is common for countries throughout their history to present political, economic and social differences with other countries, where each country tries to ensure the well-being of its citizens and to take care of its own interests, concerning by any international threat or difference. In this way, this study shows that consumer animosity is not widespread, but must be studied specifically for each type of product, service, or brand. The data processed through the PLS, allow us to demonstrate how the Colombian consumer, although he may have animosity towards Venezuela, has a positive image of the fast-food restaurants of Venezuelan origin in Colombia. This study seeks to contribute to the scarce literature on consumer animosity in Latin America, through a current conflict between two South American countries, such as Colombia and Venezuela. On the other hand, the conflicts in Latin America and the Caribbean are often overlooked in the academic literature, which focuses on studying the major Western economies and the great Asian tigers, given their political, economic and military value for this reason, consumer animosity studies are mostly conducted in these countries. Consumer animosity represents discomfort towards foreign goods, services and brands originating in countries with which there is some kind of conflict in this way, a better understanding of consumer behavior in respect of hostilities between countries is sought.

Animosity shows sign letting up