Who Boycotts Whom? Marginalization, Company Knowledge, and Strategic Issues

Business & Society, March 2010

39 Pages Posted: 29 Sep 2011

See all articles by Naomi A. Gardberg

Naomi A. Gardberg

City University of New York (CUNY) - Narendra Paul Loomba Department of Management

William Newburry

affiliation not provided to SSRN

Date Written: December 2, 2010

Abstract

The authors apply marginalization theory to develop a model of boycotts that incorporates both individual motives and corporate strategic issues. Overall, their analysis of more than 25,000 individual evaluations of 59 companies suggests that members of marginalized groups are more likely to boycott. Individuals are less likely to boycott companies about which they are knowledgeable and more likely to boycott companies that are organized boycott targets. In addition, the authors find systematic differences in the types of boycotts associated with strategic issues that are supported by members of marginalized groups. Overall, boycott supporters tend to be upwardly mobile members of marginalized groups.

Keywords: boycott, marginalization, social movement, minority, strategic issue

JEL Classification: M14

Suggested Citation

Gardberg, Naomi A. and Newburry, William, Who Boycotts Whom? Marginalization, Company Knowledge, and Strategic Issues (December 2, 2010). Business & Society, March 2010, Available at SSRN: https://ssrn.com/abstract=1719245

Naomi A. Gardberg (Contact Author)

City University of New York (CUNY) - Narendra Paul Loomba Department of Management ( email )

NY
United States
646.312.3657 (Phone)
646.312.3621 (Fax)

William Newburry

affiliation not provided to SSRN

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
27
Abstract Views
335
PlumX Metrics