Do online sales channels save brands of global companies from consumer boycotts? A geographical analysis
Do online sales channels save brands of global companies from consumer boycotts? A geographical analysis
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在线销售渠道能否使跨国公司的品牌免受消费者抵制？
DOI：
10.1016/j.jretconser.2022.103069
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发表时间：
2022
影响因子：
10.4
通讯作者：
Woonho Kim and Shinya Nakami
中科院分区：
文献类型：
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作者：
Changju Kim;Woonho Kim and Shinya Nakami
本研究通过考虑抵制活动背景下的在线可购买性和地理区域，实证研究了全球公司的品牌实力和消费者实际购买行为之间的联系。为了检验假设，我们采用了分层多元回归模型，使用从571名韩国消费者收集的在线调查数据。我们的研究结果表明，具有强大品牌实力的在线购买能力可能是全球公司增加消费者实际购买行为的有益策略。此外，与大都市消费者相比，非大都市消费者的实际购买行为有所增加。这项研究对全球公司充分应对意想不到的消费者抵制具有启示意义。
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.