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首页> 外文期刊>Journal of Business Research >Willingness to punish and reward brands associated to a political ideology (BAPI)
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Willingness to punish and reward brands associated to a political ideology (BAPI)

机译：愿意惩罚和奖励与政治意识形态（BAPI）相关的品牌

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摘要

This study explores the customer insights behind punishing/rewarding brands associated to a political ideology (BAPI) and extends theories of brand avoidance and political consumerism. Study 1 analyzes attitude toward BAPI through a qualitative study and in study 2 the relationship between identification, disidentification, moral avoidance, religiosity and willingness to punish/reward BAPI with the mediating role of attitude is tested via structural equation modeling. The findings reveal that consumers punish the brands they oppose politically, when there is no self-congruence and believe these brands distract the well-being of the society by polarizing and conservatizing it. Moreover, while religious commitment did not have any effect on attitude and willingness to punish/reward BAPI, the results confirm that consumers who attend religious services are found to have a tendency to punish BAPI. This is the first study intended to empirically test these relationships and understand the underlying reasons behind punishing and rewarding BAPI.
机译：这项研究探索了惩罚/奖励与政治意识形态（BAPI）相关的品牌背后的客户见解，并扩展了品牌回避和政治消费主义的理论。研究1通过定性研究分析了对BAPI的态度，在研究2中，通过结构方程模型测试了身份，身份认同，道德回避，宗教信仰和在态度的中介作用下惩罚/奖励BAPI的意愿之间的关系。调查结果表明，在没有自我一致性的情况下，消费者会惩罚他们在政治上反对的品牌，并认为这些品牌通过两极化和保守化来分散社会的福祉。此外，虽然宗教承诺对惩罚/奖励BAPI的态度和意愿没有任何影响，但结果证实，参加宗教仪式的消费者倾向于惩罚BAPI。这是第一项旨在实证测试这些关系并了解惩罚和奖励BAPI背后的根本原因的研究。

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