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Keywords: Consumer boycott
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (11-12): 1702–1714.
Published: 15 November 2011
...Stefan Hoffmann Purpose The paper aims to explore how idiosyncratic motives drive participation in consumer boycotts and how the motives of different adopters (e.g. innovators, laggards) differ. The study seeks to describe how boycott motives are embedded in the fields of consumer resistance...
