 Willingness to punish and reward brands associated to a political ideology (BAPI)Sumeyra Duman and Ozge Ozgen Journal of Business Research, 2018, vol. 86, issue C, 468-478 Abstract: This study explores the customer insights behind punishing/rewarding brands associated to a political ideology (BAPI) and extends theories of brand avoidance and political consumerism. Study 1 analyzes attitude toward BAPI through a qualitative study and in study 2 the relationship between identification, disidentification, moral avoidance, religiosity and willingness to punish/reward BAPI with the mediating role of attitude is tested via structural equation modeling. The findings reveal that consumers punish the brands they oppose politically, when there is no self-congruence and believe these brands distract the well-being of the society by polarizing and conservatizing it. Moreover, while religious commitment did not have any effect on attitude and willingness to punish/reward BAPI, the results confirm that consumers who attend religious services are found to have a tendency to punish BAPI. This is the first study intended to empirically test these relationships and understand the underlying reasons behind punishing and rewarding BAPI. Keywords: Brand avoidance; Punishing/rewarding; Religious commitment; Political consumerism (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:86:y:2018:i:c:p:468-478 DOI: 10.1016/j.jbusres.2017.05.026 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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