The Role of Social Capital in Boycotting Products during Crisis and Recovery: A Cross-Country Analysis
Modern Marketing, Brand Perception and Consumer Insights: 38MKT 2021
The study tries to get a deeper understanding of how two macro-level antecedents, the state of the economy and the social capital of a country boycotting of products. When selecting these factors, we assume that consumer activism is vulnerable to the economic conditions (such as…