Boycott and racism: A loaf of bread is just a loaf of bread
Companies can be boycotted for many reasons; for example, a company may be associated with or engage in egregious acts which trigger a consumer boycott. However, it is unusual for racial and political elements to form the basis of a consumer boycott. This paper describes how a current leader in the...
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| Main Authors: | , |
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| 格式: | Article |
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2015
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| 在线阅读: | http://repo.uum.edu.my/16116/ http://doi.org/10.1108/EEMCS-09-2014-0224 |
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| 总结: | Companies can be boycotted for many reasons; for example, a company may be associated with or engage in egregious acts which trigger a consumer boycott. However, it is unusual for racial and political elements to form the basis of a consumer boycott. This paper describes how a current leader in the packaged bread market, Gardenia Bakeries Sdn Bhd (GBKL), responded to one such online campaign.This case study highlights the importance of effective communications and marketing strategies for responding to sensitive issues involving racism and politics. |
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