Willingness to punish and reward brands associated to a political ideology (BAPI)
JOURNAL OF BUSINESS RESEARCH, cilt.86, ss.468-478, 2018 (SSCI, Scopus)
- Yayın Türü: Makale / Tam Makale
- Cilt numarası: 86
- Basım Tarihi: 2018
- Doi Numarası: 10.1016/j.jbusres.2017.05.026
- Dergi Adı: JOURNAL OF BUSINESS RESEARCH
- Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI), Scopus
- Sayfa Sayıları: ss.468-478
- Anahtar Kelimeler: Brand avoidance, Punishing/rewarding, Religious commitment, Political consumerism
- Dokuz Eylül Üniversitesi Adresli: Evet
Özet
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.