The Impact of Consumer Animosity on Purchase Unwillingness in a Boycott of Sari Roti
This research was conducted in response to a boycott towards a national bread brand. It was stimulated by a company disclosure in stating they had no relation to any political events in 2016. This research aimed to examine the impact of consumer animosity on product judgment, purchase willingness, p...
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2018-07-01
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| Series: | Binus Business Review |
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| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/4060 |