Purpose The purpose of this paper was identification and empirical assessment of the differentiation of consumers' attitudes in Ukraine and Poland to Russian brands and other brands offered on the Russian market after Russia's aggression against Ukraine on February 24, 2022....

Calls to boycott a foreign country aim to push a share of domestic consumers to cut their consumption of goods imported from the targeted country. How do boycotts differ from sanctions? Should boycotters target all of the country’s products, or should they focus on a restricted set of sectors?...