Hirsch, Peter Buell - In: Journal of Business Strategy 38 (2017) 5, pp. 44-48
consumers has grown significantly, brands are being threatened with boycotts from both the left and right. In this paper, the … review the experience of various brands which have been the victims of consumer boycotts motivated by political … handling political threats and boycotts to ensure consistency. Research limitations/implications The authors’ evaluation is by …