Politically Motivated Brand Rejection

Ozlem Sandikci, Bilkent University, Turkey
Ahmet Ekici, Bilkent University, Turkey
This paper introduces the concept of politically motivated brand rejection (PMBR) as an emergent form of anti-consumption behavior. We define PMBR as the refusal to purchase and/or use a brand on a permanent basis because of its perceived association to a particular political ideology that the consumer is opposed to. Drawing from the findings of a qualitative study conducted in Turkey, we discuss three distinct sets of political ideologies that can lead to rejection of certain brands by some consumers. These include predatory globalization, chauvinistic nationalism, and religious fundamentalism.
[ to cite ]:
Ozlem Sandikci and Ahmet Ekici (2008) ,"Politically Motivated Brand Rejection", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 213-216.