Marketing Communication and Its Impact on Purchase Willingness and Unwillingness: A Case of a Boycotted Bread Brand

DOI

10.2991/aebmr.k.200131.006How to use a DOI?

Keywords

animosity, marketing communication, purchase willingness

Abstract

The Muslim consumers in Indonesia who involved in several political street protests, boycotted a bread brand as the producer of this bread refused to be associated with their activities. This study aims to examine the impact of animosity on boycott participation, boycott motivation, attitude towards marketing communication, and purchase willingness and unwillingness of this boycotted bread brand. The author chose participants of this current study conveniently, and in total, 266 participants took part consisting of 167 females and 99 males. The data were analysed using exploratory and structural equation model. This study tested eight hypotheses, and all of them were significant. As a result, animosity had a significant effect on boycott motivation, boycott participation intention, and attitude towards marketing communication. Further, attitude towards marketing communication and boycott participation intention had a significant impact on purchase unwillingness and purchase willingness. This study discusses recommendations for practitioners and future research.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - U. Suhud
PY  - 2020
DA  - 2020/02/07
TI  - Marketing Communication and Its Impact on Purchase Willingness and Unwillingness: A Case of a Boycotted Bread Brand
BT  - Proceedings of the 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018)
PB  - Atlantis Press
SP  - 21
EP  - 27
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200131.006
DO  - 10.2991/aebmr.k.200131.006
ID  - Suhud2020
ER  -