IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v86y2018icp468-478.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317301807
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.05.026?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to

    for a different version of it.

    References listed on IDEAS

    as
    1. Sweetin, Vernon H. & Knowles, Lynette L. & Summey, John H. & McQueen, Kand S., 2013. "Willingness-to-punish the corporate brand for corporate social irresponsibility," Journal of Business Research, Elsevier, vol. 66(10), pages 1822-1830.
    2. Sood, James & Nasu, Yukio, 1995. "Religiosity and nationality : An exploratory study of their effect on consumer behavior in Japan and the United States," Journal of Business Research, Elsevier, vol. 34(1), pages 1-9, September.
    3. Abhijit Patwardhan & Megan Keith & Scott Vitell, 2012. "Religiosity, Attitude Toward Business, and Ethical Beliefs: Hispanic Consumers in the United States," Journal of Business Ethics, Springer, vol. 110(1), pages 61-70, September.
    4. Laurence R. Iannaccone, 1998. "Corrigenda [Introduction to the Economics of Religion]," Journal of Economic Literature, American Economic Association, vol. 36(4), pages 1941-1941, December.
    5. Lee, Michael S.W. & Motion, Judith & Conroy, Denise, 2009. "Anti-consumption and brand avoidance," Journal of Business Research, Elsevier, vol. 62(2), pages 169-180, February.
    6. Scott Vitell & Jatinder Singh & Joseph Paolillo, 2007. "Consumers’ Ethical Beliefs: The Roles of Money, Religiosity and Attitude toward Business," Journal of Business Ethics, Springer, vol. 73(4), pages 369-379, July.
    7. Aikaterini I. Vassilikopoulou & George J. Siomkos & John Mylonakis, 2005. "Clustering consumers according to their attitudes on corporate social responsibility," International Journal of Business Governance and Ethics, Inderscience Enterprises Ltd, vol. 1(4), pages 317-328.
    8. Kimberly D. Elsbach & C. B. Bhattacharya, 2001. "Defining Who You Are By What You're Not: Organizational Disidentification and The National Rifle Association," Organization Science, INFORMS, vol. 12(4), pages 393-413, August.
    9. Elif Izberk-Bilgin, 2012. "Infidel Brands: Unveiling Alternative Meanings of Global Brands at the Nexus of Globalization, Consumer Culture, and Islamism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 663-687.
    10. Cherrier, Hélène, 2009. "Anti-consumption discourses and consumer-resistant identities," Journal of Business Research, Elsevier, vol. 62(2), pages 181-190, February.
    11. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
    12. Oded Shenkar & Mary Ann von Glinow, 1994. "Paradoxes of Organizational Theory and Research: Using the Case of China to Illustrate National Contingency," Management Science, INFORMS, vol. 40(1), pages 56-71, January.
    13. Shimp, Terence A & Kavas, Alican, 1984. "The Theory of Reasoned Action Applied to Coupon Usage," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(3), pages 795-809, December.
    14. SandIkcI, Özlem & Ekici, Ahmet, 2009. "Politically motivated brand rejection," Journal of Business Research, Elsevier, vol. 62(2), pages 208-217, February.
    15. Nenycz-Thiel, Magda & Romaniuk, Jenni, 2011. "The nature and incidence of private label rejection," Australasian marketing journal, Elsevier, vol. 19(2), pages 93-99.
    16. Krist Swimberghe & Laura Flurry & Janna Parker, 2011. "Consumer Religiosity: Consequences for Consumer Activism in the United States," Journal of Business Ethics, Springer, vol. 103(3), pages 453-467, October.
    17. Lauren Copeland, 2014. "Conceptualizing Political Consumerism: How Citizenship Norms Differentiate Boycotting from Buycotting," Political Studies, Political Studies Association, vol. 62, pages 172-186, April.
    18. Rachel M. McCleary & Robert J. Barro, 2006. "Religion and Economy," Journal of Economic Perspectives, American Economic Association, vol. 20(2), pages 49-72, Spring.
    19. Yadong Luo, 2001. "Determinants of Entry in an Emerging Economy: A Multilevel Approach," Journal of Management Studies, Wiley Blackwell, vol. 38(3), pages 443-472, May.
    20. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    21. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    22. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    23. Wolter, Jeremy S. & Brach, Simon & Cronin, J. Joseph & Bonn, Mark, 2016. "Symbolic drivers of consumer–brand identification and disidentification," Journal of Business Research, Elsevier, vol. 69(2), pages 785-793.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yalin Li & Min Zhao, 2025. "How the product-harm crisis influences consumer boycotts: the role of social distance," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-14, December.
    2. Pecot, Fabien & Vasilopoulou, Sofia & Cavallaro, Matteo, 2021. "How political ideology drives anti-consumption manifestations," Journal of Business Research, Elsevier, vol. 128(C), pages 61-69.
    3. Septianto, Felix & Kwon, Junbum, 2022. "Too cute to be bad? Cute brand logo reduces consumer punishment following brand transgressions," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1108-1126.
    4. Song, Seobgyu & Park, Kwangsoo, 2023. "Observing disability inclusion in service provision," Annals of Tourism Research, Elsevier, vol. 100(C).
    5. Northey, Gavin & Chan, Eugene Y., 2020. "Political conservatism and preference for (a)symmetric brand logos," Journal of Business Research, Elsevier, vol. 115(C), pages 149-159.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pecot, Fabien & Vasilopoulou, Sofia & Cavallaro, Matteo, 2021. "How political ideology drives anti-consumption manifestations," Journal of Business Research, Elsevier, vol. 128(C), pages 61-69.
    2. Krist Swimberghe & Laura Flurry & Janna Parker, 2011. "Consumer Religiosity: Consequences for Consumer Activism in the United States," Journal of Business Ethics, Springer, vol. 103(3), pages 453-467, October.
    3. Monika Kavaliauske & Edita Simanaviciute, 2015. "Brand Avoidance: Relations Between Brand-Related Stimuli And Negative Emotions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 6(1).
    4. Sophia Elizabeth Vlieger de Oliveira & Catalina Wache & Sascha Raithel, 2024. "The role of possessions for the extended self of sustainability- concerned anti-consumers," AMS Review, Springer;Academy of Marketing Science, vol. 14(3), pages 220-238, December.
    5. Daniela Andreini & Diego Rinallo & Giuseppe Pedeliento & Mara Bergamaschi, 2017. "Brands and Religion in the Secularized Marketplace and Workplace: Insights from the Case of an Italian Hospital Renamed After a Roman Catholic Pope," Journal of Business Ethics, Springer, vol. 141(3), pages 529-550, March.
    6. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    7. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    8. Munyaradzi W. Nyadzayo & Civilai Leckie & Lester W. Johnson, 0. "The impact of relational drivers on customer brand engagement and brand outcomes," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-18.
    9. Murat Hakan Altintas & Bahar F. Kurtulmusoglu & Hans Ruediger Kaufmann & Serkan Kilic, 2013. "Consumer boycotts of foreign products: a metric model," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 15(34), pages 485-504, June.
    10. Mortimer, Gary & Fazal-e-Hasan, Syed Muhammad & Grimmer, Martin & Grimmer, Louise, 2020. "Explaining the impact of consumer religiosity, perceived risk and moral potency on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    11. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    12. Sadok El Ghoul & Omrane Guedhami & Yang Ni & Jeffrey Pittman & Samir Saadi, 2012. "Does Religion Matter to Equity Pricing?," Journal of Business Ethics, Springer, vol. 111(4), pages 491-518, December.
    13. Pierre Mostert & Tiaan Naude, 2022. "Exploring the Antecedents and Brand Avoidance as the Outcome, of Identity Incongruity," International Review of Management and Marketing, Econjournals, vol. 12(4), pages 10-18, July.
    14. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    15. Jorge Costa & António Azevedo, 2023. "Beyond Brand Hate: Are You Willing to Forgive a Negative Experience with Your Smartphone Mobile Communications’ Brand?," Corporate Reputation Review, Palgrave Macmillan, vol. 26(2), pages 83-96, May.
    16. Veloutsou, Cleopatra & Chatzipanagiotou, Kalliopi & Christodoulides, George, 2020. "The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands," Journal of Business Research, Elsevier, vol. 111(C), pages 41-51.
    17. Anaza, Nwamaka A. & Luis Saavedra, José & Hair, Joe F. & Bagherzadeh, Ramin & Rawal, Monika & Nedu Osakwe, Christian, 2021. "Customer-brand disidentification: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 133(C), pages 116-131.
    18. Hogg, Margaret K. & Banister, Emma N. & Stephenson, Christopher A., 2009. "Mapping symbolic (anti-) consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 148-159, February.
    19. Wolter, Jeremy S. & Brach, Simon & Cronin, J. Joseph & Bonn, Mark, 2016. "Symbolic drivers of consumer–brand identification and disidentification," Journal of Business Research, Elsevier, vol. 69(2), pages 785-793.
    20. Thanh Hoai Nguyen & Hai Quynh Ngo & Pham Ngoc Nha Ngo & Gi-Du Kang, 2018. "Understanding the Motivations Influencing Ecological Boycott Participation: An Exploratory Study in Viet Nam," Sustainability, MDPI, vol. 10(12), pages 1-17, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:468-478. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.