Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1018448 | Journal of Business Research | 2009 | 10 Pages |
Abstract
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.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Özlem Sandıkcı, Ahmet Ekici,