کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018448 940346 2009 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Politically motivated brand rejection
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Politically motivated brand rejection
چکیده انگلیسی

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.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 62, Issue 2, February 2009, Pages 208–217
نویسندگان
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