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Pride and Prejudice: A Netnographic Study of Boycott Motivations

Lodder, Katherine; Lopez, Jorge Luis and Luptowski, Scott (2009)
Department of Business Administration
Abstract
The main purpose of this study is to provide an understanding of boycotter motivations in a current and ongoing boycott. From the data gathered the authors establish their own boycott motivation themes relating specifically to the Kellogg's case. A Netnography is the main method used for the collection of qualitative data. With the aid of previous literature the authors establish prevalent themes relating to the drivers of anti– consumption and boycott participation. These themes of the Evil Corporation, American Pride, and Pot Culture are compared with the pre‐established themes of Self– Image, Brand Avoidance, and Consumer Resistance and Retaliation. Among the first researchers to use a Netnographic approach (and qualitative data)... (More)
The main purpose of this study is to provide an understanding of boycotter motivations in a current and ongoing boycott. From the data gathered the authors establish their own boycott motivation themes relating specifically to the Kellogg's case. A Netnography is the main method used for the collection of qualitative data. With the aid of previous literature the authors establish prevalent themes relating to the drivers of anti– consumption and boycott participation. These themes of the Evil Corporation, American Pride, and Pot Culture are compared with the pre‐established themes of Self– Image, Brand Avoidance, and Consumer Resistance and Retaliation. Among the first researchers to use a Netnographic approach (and qualitative data) to study an ongoing boycott, the conclusions show that one single egregious act motivates individuals to boycott for many different reasons. (Less)
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author
Lodder, Katherine; Lopez, Jorge Luis and Luptowski, Scott
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Boycott, Netnography, Consumer Behavior, Consumer Motivation, Blogs, Management of enterprises, Företagsledning, management
language
Swedish
id
1437785
date added to LUP
2009-06-02 00:00:00
date last changed
2012-04-02 17:47:09
@misc{1437785,
  abstract     = {The main purpose of this study is to provide an understanding of boycotter motivations in a current and ongoing boycott. From the data gathered the authors establish their own boycott motivation themes relating specifically to the Kellogg's case. A Netnography is the main method used for the collection of qualitative data. With the aid of previous literature the authors establish prevalent themes relating to the drivers of anti– consumption and boycott participation. These themes of the Evil Corporation, American Pride, and Pot Culture are compared with the pre‐established themes of Self– Image, Brand Avoidance, and Consumer Resistance and Retaliation. Among the first researchers to use a Netnographic approach (and qualitative data) to study an ongoing boycott, the conclusions show that one single egregious act motivates individuals to boycott for many different reasons.},
  author       = {Lodder, Katherine and Lopez, Jorge Luis and Luptowski, Scott},
  keyword      = {Boycott,Netnography,Consumer Behavior,Consumer Motivation,Blogs,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Pride and Prejudice: A Netnographic Study of Boycott Motivations},
  year         = {2009},
}