SandIkcI, Özlem; Ekici, Ahmet - In: Journal of Business Research 62 (2009) 2, pp. 208-217
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...