Purpose This paper aims to focus on the phenomena of negative brand relationships and
emotions to evidence how such relationships transpose into the willingness to participate in …

Purpose This study aims to investigate the interplay between brand and consumer
personalities in shaping brand hate and its consequences. More specifically, it investigates …

Limited research has investigated the consequences of brand hate, particularly the
pathways and contingent factors. This study addresses a critical gap by investigating the …

Brands increasingly take a stance on political issues, whereas consumers increasingly
choose to either support a brand by buying their products (“buycotting”), or turn away from a …

Purpose The increased practitioner and academic interest in negative brand phenomena
highlight the need for the development of practical scales to be used for empirical …

Despite the growing body of research on consumer activism, little is understood about
tourists' digitally mediated boycott consumption behaviours in relation to pro-sustainability …

The Internet and social media have increased the number of organizations and individuals
asking consumers to sign petitions against transgressing brands. This raises a question as …

Boycotts are among the most frequent forms of consumer expression against unethical or
egregious acts by firms. Most current research explains consumers' decisions to participate …

Purpose Given the division between conservative and liberal ideologies on many issues,
brands navigate social media minefields whenever they take a social or political stance. This …

This study aims to identify the factors driving consumers to boycott companies that support
the occupation of Israel, with an emphasis on the role of religiosity and religious values as …