Krüger, Tinka; Hoffmann, Stefan; Nibat, Ipek N.; Mai, … - In: Journal of Retailing and Consumer Services 81 (2024), pp. 1-12
In times of uncertainty, the study of consumer animosity and how it affects anti-consumption behavior becomes more important for both academics and practitioners. This study focuses on the social nature of boycotts and contributes to the literature by analyzing the influence of normative...