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



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