کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1018452 940346 2009 12 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
An evaluation of strategic responses to consumer boycotts
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
An evaluation of strategic responses to consumer boycotts
چکیده انگلیسی

This article documents the relative effectiveness of the various marketing strategies, in particular the public relations strategies, that firms use to combat the likelihood of boycotts as a politically motivated form of anti-consumption. This study focuses on boycotts that relate to corporate practices and aims to provide a rationale for appropriate publicity-based responses to the threat of corporate practice related boycotts. The purpose is to determine whether the techniques that firms use to mitigate the detrimental effects of negative publicity will be similarly effective for a boycott situation. The authors use two experiments to investigate the influence of publicity-based strategic responses to boycott requests on consumers' perceptions and behavior.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 62, Issue 2, February 2009, Pages 248–259
نویسندگان
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