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

Worse is Bad: Asymmetric Inferences on Items and Assortments From Logically Equivalent Comparisons

Yoel Inbar, University of Toronto, Canada
Ellen Evers, University of California Berkeley, USA

Read More

Featured

J11. The Myth of Return – Success or Failure? Consumer Identity and Belonging in the Case of Repatriate Migrants

Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany

Read More

Featured

Examining the Link between Predicted Identity Change and Future Well-Being

Joseph Reiff, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Jordi Quoidbach, ESADE Business School, Spain

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.