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
Share Proceeding
Featured papers
See MoreFeatured
G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization
Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Featured
N13. Smaller Self but Larger Tips? The Effect of Awe on Consumers’ Tipping Intention
Ran Li, Chinese University of Hong Kong, China
Featured
Thank You = Trust Me: When Gratitude Expressions Help Promote New Products
Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
Vanessa Patrick, University of Houston, USA