Consumer hate and boycott communications of socially irresponsible fashion brands: Applying complexity theory in psychology and marketing research
Arch G. Woodside,
Houcine Akrout,
Mona Mrad
Abstract:Applying complexity theory tenets, this cross‐cultural study proposes and empirically examines generalizable, asymmetric, case outcome models of consumers who respond extremely negatively to luxury and mass fashion brands that they judge to be acting socially irresponsibly—and separately, consumers who do not engage in such responses—among separate national samples of consumers in France, the UK, and USA. This study includes constructing a theory of discrete simple and complex antecedent algorithms (i.e., scre… Show more
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