Consumer Reactions and Brand Strategies in Wartime

Abstract

Wars and political conflicts are crucial factors that shape consumer choices and responses. Tensions among countries may lead consumers to boycott the products of certain countries and brands that support those countries. The major goal of this chapter is to explain how war and other types of political conflicts among countries can affect consumer brand relationships. While discussing the economic repercussions of conflicts and war, this chapter will explore the literature streams of country of origin, consumer animosity, consumer power and boycotts, and brand activism. Contemporary instances of how brand-consumer connections change during times of conflict will be examined. In conclusion, the chapter will provide practical insights for brands to survive wartime and be less vulnerable to international political tensions.