Self-Concept Maintenance Strategies in Consumers’ Online Response to a Boycott
This study investigates self-concept maintenance strategies in consumers’ social media reactions to the boycott of an international retail brand. A content analysis of consumers’ public posts (N = 81) on the brand’s official Facebook page indicates the use of defensiveness, self-affirming reflections, and positivity embracement as self-concept maintenance strategies.
Olivia Stacie-Ann Bravo (2019) ,"Self-Concept Maintenance Strategies in Consumers’ Online Response to a Boycott", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 467-468.
Olivia Stacie-Ann Bravo, Florida State University, USA
NA - Advances in Consumer Research Volume 47 | 2019
“I Desire A Brand When I See How They are Different from Me”: Differential Effects of Blatant and Subtle Brand Rejection
Jun Yan, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Americus Reed, University of Pennsylvania, USA
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DANIEL SUN, University of Calgary, Canada
The Production and Consumption of Retro Brands Beyond Meaning Revival
Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada