Today’s consumers are subject to social pressure to support brands that are aligned with their personal values. When firms do not conform to their customer’s values, they often find themselves the target of boycotts. Managing in the age of boycotts is something firms need to pay attention to and understand how to manage.
Gabriel Gonzalez, PhD
Gabriel Gonzalez, PhD is an Assistant Professor of Marketing at the Fowler College of Business at San Diego State University. He is an award winning scholar who’s work has appeared in the Journal of Marketing, Journal of the Academy of Marketing Science, Industrial Marketing Management, Journal of Personal Selling & Sales Management, Journal of Services Marketing, Journal of Marketing Education and other leading academic journals.