BRAND POLITICAL POSITIONING AND ITS IMPACT ON CONSUMER BEHAVIOR.

Teixeira Matos, Lívia Maria; Dantas Barbosa, Maria Naftally; da Silva Vasconcelos, Ernanda Gabrielly; Rodrigues de Abreu, Nelsio

Objective: This study aims to analyze the impacts of brands' political positioning on consumer behavior, specifically focusing on Brazilian brands. Method: Following a theoretical framework that addresses consumer attitudes, boycotts, and political positioning of brands, a qualitative study was conducted. Data collection utilized three techniques: semi-structured interviews, non-participant observation and opinions published on the social media platform X. The data was examined using content analysis. Results: The findings indicate that consumers recognize the importance of brands taking a political stance as a means to assess alignment between their own opinions, beliefs, and values and those of the company. Most participants reported that when they perceive a misalignment with a brand's political positioning, they tend to reject the brand and choose an alternative. Contributions: This study adds to the literature on the relationship between brands' political positioning and consumer behavior in the Brazilian scenario. Originality: The originality of this paper lies in its specific focus on the intersection of brands' political positioning and consumer behavior within the Brazilian context. The study distinguishes itself for its dedication to understanding how consumers' political preferences, aligned with companies' stances, influence their attitudes and purchasing intentions.

CONSUMER behavior; CONSUMER attitudes; SOCIAL media; PRODUCT positioning; CONSUMERS; BOYCOTTS

REMark: Revista Brasileira de Marketing, 2024, Vol 23, Issue 4, p1665

2177-5184

Academic Journal

10.5585/remark.v23i4.23685