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 oppose...

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Bibliographic Details
Published in:Journal of business research 2009-02, Vol.62 (2), p.208-217
Main Authors: Sandıkcı, Özlem, Ekici, Ahmet
Format: Article
Language:English
Subjects:
Anti-consumption
Anti-consumption Boycott Political consumption Brand rejection Coca Cola Turkey
Boycott
Brand rejection
Brands
Coca Cola
Consumer behavior
Consumer behaviour
Consumers
Globalization
Ideology
Marketing
Motivation
Political action
Political attitudes
Political consumption
Politics
Resistance
Studies
Turkey
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Summary: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.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2008.01.028