Does It Matter Whose Fault It Is? the Moderating Effects of Similarity and Product Substitution on Consumer Boycotts of Parent and Subsidiary Corporations

This study demonstrates that consumer boycott behavior (and consumer perceptions) as a response to a conglomerate’s wrongdoing is affected by the similarity between and degrees of product substitution of the parent and subsidiary corporations.



Citation:

Yung-Chien Lou and Wei-Chih Tseng (2020) ,"Does It Matter Whose Fault It Is? the Moderating Effects of Similarity and Product Substitution on Consumer Boycotts of Parent and Subsidiary Corporations", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1218-1218.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

When Prominent Logos Make You Feel Competent

Sara Caprioli, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Nailya Ordabayeva, Boston College, USA

Read More

Featured

When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases

Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA

Read More

Featured

Running Through Time: How Life Rhythms Foster Identity Permanence

Benjamin Rosenthal, Fundação Getúlio Vargas
Eliane Zamith Brito, Fundação Getúlio Vargas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.