Article Details
  • Published Online:
    September  2024
  • Product Name:
    The IUP Journal of Brand Management
  • Product Type:
    Article
  • Product Code:
    IJBRM010924
  • Author Name:
    Sascha Sprikut, Nadine Walter and Thomas Cleff
  • Availability:
    YES
  • Subject/Domain:
    Marketing
  • Download Format:
    PDF
  • Pages:
    30
Boycott or Buycott? An Empirical Study on Political Consumerism and the Impact of Negative and Positive Information on Purchase Intention of Brands
Abstract

Political consumption involves consumers making specific choices about products or brands to either punish (through boycotting) or reward (through buycotting) companies, based on social, political or ethical considerations.

Introduction

Political consumerism is prevailing in Western societies. 60% of the consumers state that they had engaged in some form of positive or negative action in response to a company’s or a brand’s action.