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PurposeThe purpose of this research is to survey whether consumer ethnocentrism and animosity will affect consumers' perceived betrayal and cause negative word-of-mouth (NWOM).Design/methodology/approachThis study conducted a 2 (consumer ethnocentrism) × 3 (consumer animosity) between-subject experiment design to test the hypotheses. Comprised of 380 respondents, this study used ANOVA to examine the data.FindingsThe results showed that if a brand violates the perception of fairness, ethnocentrism and animosity will have a positive effect on perceived betrayal. In addition, low consumer animosity revealed a significant consumer ethnocentrism effect and low ethnocentrism revealed a significant animosity effect, while the relationship between perceived betrayal and word of mouth is negative.Originality/valueThe current research adds to the understanding about how the reaction to a domestic brand's marketing strategies that are viewed as unfair and hurt the domestic consumers' expectations.

behavioral control type, commission structure, frame pattern, marketing norm perception, pharmaceutical industry, sales representatives,

Aim Nursing staff burnout threatens not only nurses' health but also the safety and health of their patients. Organizations should be aware of how work‐related conflict can affect this burnout. This study examined the effect of supervisor support and work–family conflict on resource loss and burnout. Methods A cross‐sectional method and quantitative approach were adopted. A total of 300 questionnaires were distributed to clinical nursing staff in two regional teaching hospitals, and 239 valid questionnaires were returned. Results Work–family conflict had a mediating effect on the relationship between supervisor support and emotional exhaustion. Emotional exhaustion fully mediated the relationships between depersonalization, work–family conflict, and reduced professional efficacy. Conclusion The mediating effect of emotional exhaustion in work–family conflict results from depersonalization and reduced professional efficacy, whereas work–family conflict mediated the effect of supervisor support on emotional exhaustion. The findings indicate that the medical industry should implement supervisor support strategies to reduce nursing staff work–family conflict and improve interventions for emotional exhaustion.

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