Do online sales channels save brands of global companies from consumer boycotts? A geographical analysis

Changju Kim, Woonho Kim and Shinya Nakami

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: This study empirically investigates the link between global companies' brand strength and consumers' actual purchase behavior by considering online purchasability and the geographical area in the context of boycott campaigns. To test the hypotheses, we employ a hierarchical multiple regression model using online survey data collected from 571 South Korean consumers. Our findings reveal that online purchasability with strong brand strength could be a beneficial strategy for global companies to increase consumers’ actual purchase behavior. Further, non-metropolitan consumers show an increase in actual purchase behavior as compared to metropolitan consumers. This study has implications for global companies to adequately respond to unexpected consumer boycotts.

Keywords: Consumer boycotts; Brand; Online sales channels; Geography; South Korea (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s096969892200162x

DOI: 10.1016/j.jretconser.2022.103069

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