10B Parents’ Debts, Children’S Obligation? the Effect of Similarity on Consumers’ Boycott of Parent and Subsidiary Corporation

This study focuses on consumer boycott behaviors toward the parent and subsidiary corporations of a conglomerate when a wrongdoing affects the conglomerate. The results indicate that the similarity of the parent and subsidiary corporations generates assimilation or contrast effects, which influence consumers’ perceptions and their boycotts one or both corporations.



Citation:

Yung-Chien Lou and Wei-Chih Tseng (2019) ,"10B Parents’ Debts, Children’S Obligation? the Effect of Similarity on Consumers’ Boycott of Parent and Subsidiary Corporation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 982-982.

Authors

Yung-Chien Lou, National Chengchi Uniersity, Taiwan
Wei-Chih Tseng, National Chengchi Uniersity, Taiwan



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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