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Do online sales channels save brands of global companies from consumer boycotts? A geographical analysis

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  • Kim, Changju
  • Kim, Woonho
  • Nakami, Shinya

Abstract

This study empirically investigates the link between global companies' brand strength and consumers' actual purchase behavior by considering online purchasability and the geographical area in the context of boycott campaigns. To test the hypotheses, we employ a hierarchical multiple regression model using online survey data collected from 571 South Korean consumers. Our findings reveal that online purchasability with strong brand strength could be a beneficial strategy for global companies to increase consumers’ actual purchase behavior. Further, non-metropolitan consumers show an increase in actual purchase behavior as compared to metropolitan consumers. This study has implications for global companies to adequately respond to unexpected consumer boycotts.

Suggested Citation

  • Kim, Changju & Kim, Woonho & Nakami, Shinya, 2022. "Do online sales channels save brands of global companies from consumer boycotts? A geographical analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    • Handle: RePEc:eee:joreco:v:68:y:2022:i:c:s096969892200162x
    DOI: 10.1016/j.jretconser.2022.103069
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    References listed on IDEAS

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    Cited by:

    1. Kim, Changju & Yan, Xiuyan & Kim, Jungkeun & Terasaki, Shinichiro & Furukawa, Hiroyasu, 2022. "Effect of consumer animosity on boycott campaigns in a cross-cultural context: Does consumer affinity matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Kim, Woo Bin & Xie, Jiali & Choo, Ho Jung, 2023. "Role of perceived benefits of online shopping festival in vietnam: Differences between millennials and generation Z," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    3. Kim, Changju & Kinoshita, Akihiro, 2023. "Do you punish or forgive socially responsible companies? A cross-country analysis of boycott campaigns," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

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