When Nations Clash, Brands Crash: Unraveling the Psychology of Consumer Boycotts in Global Market Conflicts
Published online on May 28, 2026
Abstract
Journal of Macromarketing, Ahead of Print.
This study used the March 2021 “Xinjiang Cotton Incident” as an empirical context to examine the mechanisms through which situational animosity, ethnocentrism, brand relationship quality, and psychological affect influence consumer boycott intention. The ...
This study used the March 2021 “Xinjiang Cotton Incident” as an empirical context to examine the mechanisms through which situational animosity, ethnocentrism, brand relationship quality, and psychological affect influence consumer boycott intention. The ...