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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: Abdul Latif, Samshul Amry, Abdul Talib, Asmat Nizam
Format: Article
Published: 2015
Subjects:
HB Economic Theory
Online Access:http://repo.uum.edu.my/16116/
http://doi.org/10.1108/EEMCS-09-2014-0224
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spelling my.uum.repo.161162016-04-12T04:04:49Z http://repo.uum.edu.my/16116/ Boycott and racism: A loaf of bread is just a loaf of bread Abdul Latif, Samshul Amry Abdul Talib, Asmat Nizam HB Economic Theory 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. 2015 Article PeerReviewed Abdul Latif, Samshul Amry and Abdul Talib, Asmat Nizam (2015) Boycott and racism: A loaf of bread is just a loaf of bread. Emerald Emerging Markets Case Studies, 5 (6). pp. 1-19. ISSN 2045-0621 http://doi.org/10.1108/EEMCS-09-2014-0224 doi:10.1108/EEMCS-09-2014-0224
institution Universiti Utara Malaysia
building UUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Utara Malaysia
content_source UUM Institutionali Repository
url_provider http://repo.uum.edu.my/
topic HB Economic Theory
spellingShingle HB Economic Theory
Abdul Latif, Samshul Amry
Abdul Talib, Asmat Nizam
Boycott and racism: A loaf of bread is just a loaf of bread
description 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.
format Article
author Abdul Latif, Samshul Amry
Abdul Talib, Asmat Nizam
author_facet Abdul Latif, Samshul Amry
Abdul Talib, Asmat Nizam
author_sort Abdul Latif, Samshul Amry
title Boycott and racism: A loaf of bread is just a loaf of bread
title_short Boycott and racism: A loaf of bread is just a loaf of bread
title_full Boycott and racism: A loaf of bread is just a loaf of bread
title_fullStr Boycott and racism: A loaf of bread is just a loaf of bread
title_full_unstemmed Boycott and racism: A loaf of bread is just a loaf of bread
title_sort boycott and racism: a loaf of bread is just a loaf of bread
publishDate 2015
url http://repo.uum.edu.my/16116/
http://doi.org/10.1108/EEMCS-09-2014-0224
_version_ 1644281886126637056
score 13.149126

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