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Willingness to punish and reward brands associated to a political ideology (BAPI)

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  • Duman, Sumeyra
  • Ozgen, Ozge

Abstract

This study explores the customer insights behind punishing/rewarding brands associated to a political ideology (BAPI) and extends theories of brand avoidance and political consumerism. Study 1 analyzes attitude toward BAPI through a qualitative study and in study 2 the relationship between identification, disidentification, moral avoidance, religiosity and willingness to punish/reward BAPI with the mediating role of attitude is tested via structural equation modeling. The findings reveal that consumers punish the brands they oppose politically, when there is no self-congruence and believe these brands distract the well-being of the society by polarizing and conservatizing it. Moreover, while religious commitment did not have any effect on attitude and willingness to punish/reward BAPI, the results confirm that consumers who attend religious services are found to have a tendency to punish BAPI. This is the first study intended to empirically test these relationships and understand the underlying reasons behind punishing and rewarding BAPI.

Suggested Citation

  • Duman, Sumeyra & Ozgen, Ozge, 2018. "Willingness to punish and reward brands associated to a political ideology (BAPI)," Journal of Business Research, Elsevier, vol. 86(C), pages 468-478.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:468-478
    DOI: 10.1016/j.jbusres.2017.05.026
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