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https://hdl.handle.net/2142/70457
Description
Title
The Effectiveness of Marketing Policy Boycotts
Author(s)
Garrett, Dennis Edward
Issue Date
1985
Department of Study
Business Administration
Discipline
Business Administration
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Business Administration, Marketing
Abstract
Protest groups often utilize boycotts in an attempt to force their targets to modify an allegedly improper policy. This dissertation specifically evaluated the effectiveness of boycotts designed to alter organizations' marketing policies. Contrary to previous work, effectiveness was defined as the amount of actual change in the targets' offensive policies. The central theory of the dissertation posited that the effectiveness of a boycott is dependent on (1) the economic pressure on the target, (2) the image pressure on the target, and (3) the target's commitment to its policies.
Telephone interviews were completed with representatives from both the boycott targets and the boycott agents in 21 marketing policy boycotts which occurred during the period of 1981-1984. The qualitative information obtained during these interviews was content analyzed by two coders to create quantitative measures of the central constructs.
As hypothesized, the results showed that economic pressure and image pressure are positively and significantly correlated with the effectiveness of a boycott, while the target's policy commitment is negatively and significantly correlated with the effectiveness of a boycott. Strategic implications of these findings for the agents and the targets are discussed.
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