Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


An Investigation on Brand Boycott: Understanding Negative Psychology of Consumers in the Era of Digital Marketing

Author(s): Ram Komal Prasad and Sanjeev Verma

Purpose: In the present conceptual paper, we explore the emergent anti-consumption attitude against brands and make out marketing policies and strategies concerning at the pursuance for consumer commitment issues. We discuss how anti-consumption and anti-brand actions between marketers and consumer are challenged even for accepted branding truths and paradigms. We discuss how marketing seems more like public relations; where the brand building gives way to brand fortification We demonstrate that a different negative emotion has different behavioural value related to brands (brand change, brand rejections, brand criticizeing etc.) and fills the gap in negative emotion research related to brands and provides conceptual evidence about the influence of these negative emotions on consumers’ behavioural psychology and relevant outcomes for marketing. Design/methodology/approach: Innovation oriented objectives are searched out by using phenomenological methods (interview to the respondent) over more structured approaches to an inquiry on the subject. Consumers' lived experiences with brands, the technique was also better suited to the task of establishing consumer the validity of the brand relationship proper information was chosen to maximize chances of uncovering insight on brand-related phenomena. Variations in age, academics, gender, income cadre, profession etc. allowed attention to sociocultural factors and psychology driving relationship behaviours in both interpersonal and consumer behaviour domains. Findings: The final step in preliminary specification of the consumer-brand negativity concerns to the development of an indicator of overall relationship quality, depth, and strength. Judging from research in the interpersonal field, an informed relationship quality construct is identified that can serve as a meaningful starting point for the comprehensive brand negativity framework. Brand negativity plans to study variable in the human psychological relationships in literature. It has been shown to predict a range of important dyadic consequences including relationship stability and satisfaction. Practical Implication: Marketers can understand the consumers’ negative psychology and design their marketing strategies shooting to consumers’ psychology for a positive response. Marketers would analyse the negativity paradigms and devise their marketing efforts in the digital environment where psychology changes rapidly regarding purchase and consumption. Originality/Value: Conceptual investigation of the brand on consumers’ negative-psychology that pave the way to boycott and rejection. Brand related psychology always induced in the mindset of consumers in digitally empowered customers.