نوع المستند : المقالة الأصلية
المؤلفون
1
Assistant Professor of Marketing, Faculty of Business, Economics and Political Science The British University in Egypt (BUE) Cairo, Egypt
2
Assistant Professor of Marketing, Faculty of Business, Economics and Political Science The British University in Egypt (BUE)Cairo, Egypt
3
Assistant Professor of Operations Management, Faculty of Business, Ain Shams University, Cairo, Egypt ,and Faculty of Business, Economics and Political Science The British University in Egypt (BUE) Cairo, Egypt
المستخلص
In contemporary consumer behavior research, the phenomenon of anti-brand consumption has garnered significant attention, it has become a notable phenomenon that reflects a shift in consumer attitudes towards established brands. This study investigates the interplay between political brand ideology, negative emotions, and resultant behaviors such as brand avoidance and brand switching. Drawing upon established theories in consumer psychology and empirical evidence, this paper examines how brand ideology in political practices can lead to the emergence of negative emotions toward brands. Furthermore, how negative emotions such as brand hate, and negative word of mouth can act as mediators in the relationship between political brand ideology and subsequent anti-brand consumption behaviors.
Using a quantitative approach, this research seeks to uncover hidden insights into the mechanisms driving anti-brand consumption by employing a single cross-sectional data collection design. The study involved a sample of 400 respondents who completed an online structured questionnaire. Structural equation modeling (SEM) was utilized as the primary statistical tool to test the research hypotheses. By contextualizing our findings within the socio-political backdrop of the Gaza War, this paper revealed that anti-brand consumption behavior is significantly affected by the political brand ideology and the brand's political practices in general. Moreover, it proved that the political brand ideology has a significant direct positive impact on the brand hate as well as the negative word of mouth. From an academic perspective, this paper provides vital insights that not only contribute to understanding consumer behavior in times of crisis but also offer implications for brand management strategies in similar contexts which will consequently enrich the social marketing theory. Likewise, from a practical perspective, this paper presented a deeper understanding of the psychological factors driving the current boycott movement among Egyptian consumers.
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