Politically motivated brand rejection
Date
2009
Authors
Sandıkcı, Ö.
Ekici, A.
Editor(s)
Advisor
Supervisor
Co-Advisor
Co-Supervisor
Instructor
Source Title
Journal of Business Research
Print ISSN
0148-2963
Electronic ISSN
Publisher
Elsevier
Volume
62
Issue
2
Pages
208 - 217
Language
English
Type
Journal Title
Journal ISSN
Volume Title
Series
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.