—Boycott effectiveness is highly reliant upon consumer willingness to engage or disengage in the boycott activities. Little research investigates possible strategies that can be applied to positively influence individuals’ perspectives about the boycotted brands and perhaps increase their willingness to disengage in boycott activities. This paper theoretically discusses a main relationship between brand credibility and willingness to dis/engagement in brand boycott movements. I propose that when consumers perceive a brand at higher level of credibility, they are less inclined to engage in boycott activities against that brand. Furthermore, this paper discusses the idea that brand endorsement of local events and consumers’ perception of brand globalness may moderate the relationship between brand credibility and consumer willingness to dis/engage in boycotts.
—Brand, boycott, globalness, endorsement.
Hesham Fazel is with the King Khalid University, Saudi Arabia (e-mail: email@example.com, firstname.lastname@example.org).
Cite: Hesham Fazel, "Brand Credibility to Mitigate Brand Boycott Preventive Strategy of Brand Globalness and Brand Endorsement: Theoretical Perspective," Journal of Economics, Business and Management vol. 3, no. 7, pp. 694-698, 2015.