Original paper

Between love and boycott: a story of dual origin brands

Volume: 24, Issue: 3, Pages: 377 - 402
Published: Nov 4, 2020
Abstract
Purpose This research aims to address ethnocentric consumers’ willingness to boycott dual origin brands, in the particular case of national brands linked to a very specific regional origin, through analysing the paradox of (unfavourable) regional ethnocentrism versus (favourable) consumer–brand relationship (i.e. brand identification, trust and love) on consumers’ decision to buy or boycott those brands in that circumstances. Building on social...
Paper Details
Title
Between love and boycott: a story of dual origin brands
Published Date
Nov 4, 2020
Volume
24
Issue
3
Pages
377 - 402
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