Shaw, Deirdre; Newholm, Terry; Dickinson, Roger - In: European Journal of Marketing 40 (2006) 9/10, pp. 1049-1067
Purpose – Increasing numbers of consumers are expressing concerns about reports of questionable corporate practices and are responding through boycotts and buycotts. This paper compares competing theories of consumer empowerment and details findings that examine the applicability of the theory...