The Power of Belief: How Ethnocentrism, Religion, and Brand Importance Shape Boycott Behavior and Brand Perceptions in Indonesia

The Power of Belief: How Ethnocentrism, Religion, and Brand Importance Shape Boycott Behavior and Brand Perceptions in Indonesia

Purpose: This study aims to understand the role of boycott intention in mediating the effects of consumer ethnocentrism, religious animosity, legitimacy, and brand importance on brand image, loyalty, and product judgment among Starbucks consumers in Indonesia. Method: This study was conducted using...

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Bibliographic Details
Main Author: Stella Kusmayadi
Format: Article
Language:English
Published: Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business 2024-12-01
Series:Journal of Enterprise and Development
Subjects:
consumer ethnocentrism
boycott
brand image
loyalty
starbucks
Online Access:https://journal.uinmataram.ac.id/index.php/jed/article/view/11923
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