Third International Conference on Communication & Media Studies

Abstract

In the era of populist political movements, ideological lines have arguably become deeper than at any point in recent history. Political polarization has led to the emergence of new challenges for companies all around the world. While consumer boycotts are nothing new, the literature on boycotts tends to overlook politically motivated brand rejections. Integrating the brand boycotts and brand rejection literature, this research examines how consumers respond when the political ideology they identify with is conflicted with the brands’ values and brand meanings. In this exploratory research, a total of 5 focus groups with 35 consumers were conducted. A recent boycott case was used to stimulate the group discussion. Thematic analysis was used to identify factors relevant to research themes.