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Keywords: Consumer boycott
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2023) 24 (2): 278–294.
Published: 17 November 2022
...Jon Dart Purpose The purpose of this article is to offer a conceptual assessment of a contemporary consumer boycott of a global sports brand. A critical commentary is offered of the “Boycott PUMA” campaign with an examination of the positions and motivations of the different parties involved...
