Politically motivated brand rejection
This paper introduces the concept of politically motivated brand rejection (PMBR) as an emergent form of anti-consumption behavior. PMBR is the refusal to purchase and/or use a brand on a permanent basis because of its perceived association to a particular political ideology that the consumer opposes. Specifically, the paper discusses three distinct sets of political ideologies that can lead to rejection of certain brands by some consumers. These ideologies include predatory globalization, chauvinistic nationalism, and religious fundamentalism. The target of PMBR can be both local and global brands and consumers who engage in PMBR do not expect any change in marketing practice.
Year of publication: |
2009
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Authors: | SandIkcI, Özlem ; Ekici, Ahmet |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 62.2009, 2, p. 208-217
|
Publisher: |
Elsevier |
Keywords: | Anti-consumption Boycott Political consumption Brand rejection Coca Cola Turkey |
Saved in:
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