Journal of Economics, Business and Management (JOEBM)
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. The author proposes that when consumers perceive a brand at higher level of credibility, they are less inclined to engage in boycott activities against that brand.