HCBE Faculty Articles
Title
Do Rumblings Lead to Real Action? A Case of Animosity and Boycott in China
Document Type
Article
Publication Date
2013
Publication Title
International Journal of China Marketing
ISSN or ISBN
2156-6186
Volume
3
Issue/Number
2
First Page
35
Last Page
48
Abstract/Excerpt
First and foremost, consumers are citizens of a country who become offended when they perceive that their country's interests have been affronted. At times, consumers signal their discontent with an offending country through boycotting its businesses or products. In fact, when consumers feel discontented, they may feel disloyal toward their own country and feel guilty if they do not take action to try to punish the "offending country." Using a case from China, this paper examines three mediators to determine the relationship between animosity, a feeling of hostility, and consumers' boycott participation.
NSUWorks Citation
Ben Mrad, Selima; Sheng, Shirley Ye; and Kozloski-Hart, Laura, "Do Rumblings Lead to Real Action? A Case of Animosity and Boycott in China" (2013). HCBE Faculty Articles. 677.
https://nsuworks.nova.edu/hcbe_facarticles/677
