An evaluation of strategic responses to consumer boycotts

Yuksel, Ulku; Mryteza, Victoria

doi:10.1016/j.jbusres.2008.01.032

Cited by 101 publications

(86 citation statements)

References 41 publications

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“…However, none of a firm's response strategies can prevent damage to its reputation; even if it were to fully comply with the request of the activist group, this would still damage consumers' evaluations of it. This finding seems to modify the earlier confirmation that a prosocial communication strategy following a protest might prevent, or mitigate, a protest's negative effects (Bradford and Garrett 1995;Conlon and Murray 1996;Yuksel and Mryteza 2009). While a firm's reputation is damaged no matter what response strategy it adopts, our results show that a firm can exacerbate the problem if it adopts a 'moving away' strategy and explicitly refuses to comment on the protest.…”

Section: Summary Of Findings and Scientific Implicationscontrasting

confidence: 61%

“…First, a proactive communication strategy prior to a protest might prevent, or mitigate, its negative effects (McDonnell and King 2013;Yuksel and Mryteza 2009). However, proactive communication strategies that promote a firm's CSR strategy in an overly positive way may be considered as 'greenwashing' by consumers (Aji and Sutikno 2015).…”

Section: Moderating Effect Of Firm Response On Imagementioning

confidence: 99%

“…While extant research demonstrates the impact of offline protests targeted at firms (Braunsberger and Buckler 2011;Chavis and Leslie 2009;Friedman 1999;Klein et al 2004;Koku et al 1997;Neilson 2010;Yuksel and Mryteza 2009), we know little about the effects of online protests on firm and brand value (Koku 2012), and about how firms should respond to mitigate the potential damage (Xia 2013). Although CSR managers are increasingly aware of the power of the internet to inform their stakeholders about their CSR policies and practices (Palazzo and Basu 2007), activist groups' requests are often not dealt with effectively.…”

Section: Introductionmentioning

confidence: 99%

“…Following Aguilera et al (2007)'s multilevel stakeholder framework, we show how activist groups target firms' stakeholders on an organizational level (shareholders and consumers). Last, we contribute to theory on how firms respond to protest (Eesley and Lenox 2006;King 2008;Xia 2013;Yuksel and Mryteza 2009) by examining the mitigating effects that firm responses produce.…”

Section: Introductionmentioning

confidence: 99%

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The Effect of Online Protests and Firm Responses on Shareholder and Consumer Evaluation

2017

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Protests that target firms' socially irresponsible behavior are increasingly organized via digital media. This study uses two methods to investigate the effects that online protests and mitigating firm responses have on shareholders' and consumers' evaluation. The first method is a financial analysis that includes an event study which measures the effect of online protests on the target firm's share price, as well as an investigation of the boundary effects of protest characteristics. The second method is an online experiment that assesses the effect of an online protest campaign on consumers' perception and purchase intention, as well as any mitigating effects that a firm's response may have. Contrary to recent studies suggesting that participation in online protests is only token support without any substantive effects, our results show that online protests do hurt. Firms can expect to suffer financial, reputational, and sales damage when an online protest campaign mobilizes consumers successfully. We also show that online protests are more likely to take firms by surprise than offline protests. Firms can exacerbate or reduce the damage by their response. We find that although firms may repair the damage to consumers' purchase intentions, the negative effects on a brand's image are harder to rectify.The results have valuable implications for protest organizers and managers faced with the task of responding.

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Section: Summary Of Findings and Scientific Implicationscontrasting

confidence: 61%

Section: Moderating Effect Of Firm Response On Imagementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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The Effect of Online Protests and Firm Responses on Shareholder and Consumer Evaluation

2017

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“…They help in managing firm reputation and image building (Abdullah and Threadgold, 2008). Positive publicity about an ICF could also help counteract past negative publicity (Yuksel and Mryteza;) about the firm. Nigerian ICFs often post their firm names on their equipment, safety gear, such as helmets and overalls, and project signboards.…”

Section: Publicity-based Strategymentioning

confidence: 99%

Marketing Strategies and Performance of Indigenous Construction Firms in Nigeria

Ogbu¹

2017

JCDC

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Despite increased competition, construction firms are generally known to be lagging in the adoption of marketing strategies. The performance of indigenous construction firms (ICFs) in Nigeria has been severally criticised without commensurate research efforts to address the problem. This study focused on the influence of marketing strategies on the performance levels of ICFs in South-South Nigeria. Study questionnaires were purposively issued to CEOs and managers of ICFs (n = 87) in the research area. Maintaining a pool of professionals to boost company image ( x =3.79) ranks highest among the identified marketing strategies. The Kruskal-Wallis H test of difference in the opinions of the different firm groups showed that a significant difference exists in the frequency of use of the marketing strategies by the different firm groups. A significant difference (p = 0.013) exists in the frequency of use of the marketing strategies by average performers (mean rank = 57.84) and high performers (mean rank = 78.03). The groups of marketing strategies that influence ICF level of performance are third-party-based, client-based, firm-based, and publicity-based strategies. Average-performer ICFs should make more frequent use of marketing strategies, and the use of project performance-based marketing strategies by ICFs should be increased.

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Are boycott motives rationalizations?

Hoffmann

2013

J of Consumer Behaviour

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Previous models of boycott motivation are incomplete because they only consider beliefs and attitudes. This article argues that consumers' proximity to the consequences of the critical actions of a company is the primary trigger of the desire to boycott. As consumers need to justify this desire, they search for supportive arguments. Thus, the arguments consumers give to explain why they are boycotting or not are pre-decisional rationalizations rather than independent rational considerations. Consequently, the paper suggests that scholars need to respecify the antecedents identified in prior studies. These constructs are mediator variables of the indirect influence of proximity on boycott participation. The paper tests the assumptions on the basis of survey data gathered from 544 consumers using the example of a real boycott that was called in response to factory relocation. The model proposed was tested by means of partial least squares regression analysis. The mediation hypotheses were examined using simple and multiple mediation tests. The empirical study confirms that boycott motives are mainly rationalizations of a pre-existing desire to boycott, which is contingent on proximity. Managerial implications and avenues for further research are proposed.

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An evaluation of strategic responses to consumer boycotts

Cited by 101 publications

References 41 publications

The Effect of Online Protests and Firm Responses on Shareholder and Consumer Evaluation

The Effect of Online Protests and Firm Responses on Shareholder and Consumer Evaluation

Marketing Strategies and Performance of Indigenous Construction Firms in Nigeria

Are boycott motives rationalizations?

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