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#11764. From boycott to product judgment in the coronavirus era: Chinese products cases
| July 2026 | publication date |
| Proposal available till | 20-05-2025 |
| 4 total number of authors per manuscript | 0 $ |
| The title of the journal is available only for the authors who have already paid for |
| Journal’s subject area: |
| Law; Organizational Behavior and Human Resource Management; |
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Abstract:
This study aims to explain the boycott of Chinese product during the COVID-19 crisis. Specifically, this paper attempt to empirically test the influence of boycott on the image brand and foreign product judgment, as well as to testing the influence of brand image on the judgment of these products. Data was collected from a stratified random sample (N = 300) of students and was analyzed by using the structural equation modeling method. The results show that the boycott negatively influenced the brand image and valuation of foreign products. The success of foreign products is because of a combination of adaptation and standardization strategies for foreign companies in a local market to resist ace to unexpected economic conditions. Although with the existence of several studies on the boycott of foreign products, little attention has been paid so far to assess its interactions in times of health crisis such as COVID-19 crisis. This study leads to a better understanding of the role of boycotting foreign products and its impact on the brand image of these products and their judgments by consumers. On the other hand, this study tested the effect of branding on the judgment of boycotted products. Indeed, no study has so far examined the influence of consumer boycotts on the brand image of boycotted products.
Keywords:
Additional tests; Boycott; Brand image; Coronavirus; Product judgment; Structural equation method
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4 place - free (for sale)
Abstract:
This study aims to explain the boycott of Chinese product during the COVID-19 crisis. Specifically, this paper attempt to empirically test the influence of boycott on the image brand and foreign product judgment, as well as to testing the influence of brand image on the judgment of these products. Data was collected from a stratified random sample (N = 300) of students and was analyzed by using the structural equation modeling method. The results show that the boycott negatively influenced the brand image and valuation of foreign products. The success of foreign products is because of a combination of adaptation and standardization strategies for foreign companies in a local market to resist ace to unexpected economic conditions. Although with the existence of several studies on the boycott of foreign products, little attention has been paid so far to assess its interactions in times of health crisis such as COVID-19 crisis. This study leads to a better understanding of the role of boycotting foreign products and its impact on the brand image of these products and their judgments by consumers. On the other hand, this study tested the effect of branding on the judgment of boycotted products. Indeed, no study has so far examined the influence of consumer boycotts on the brand image of boycotted products.
Keywords:
Additional tests; Boycott; Brand image; Coronavirus; Product judgment; Structural equation method
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