O posicionamento político de marcas e o impacto no comportamento do consumidor

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

doi:10.5585/remark.v23i4.23685

Authors

Lívia Maria Teixeira Matos Federal University of Paraíba https://orcid.org/0000-0002-1704-1103
Maria Naftally Dantas Barbosa Federal University of Paraíba https://orcid.org/0000-0002-6944-2750
Ernanda Gabrielly da Silva Vasconcelos Federal University of Paraíba https://orcid.org/0000-0001-9319-135X
Nelsio Rodrigues de Abreu Federal University of Paraíba https://orcid.org/0000-0001-7024-5642

DOI:

https://doi.org/10.5585/remark.v23i4.23685

Keywords:

Consumer atitudes, Consumer boycott, Brand political positioning

Abstract

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.

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Author Biographies

Lívia Maria Teixeira Matos, Federal University of Paraíba

Master

Maria Naftally Dantas Barbosa, Federal University of Paraíba

Mestre

Ernanda Gabrielly da Silva Vasconcelos, Federal University of Paraíba

Mestre

Nelsio Rodrigues de Abreu, Federal University of Paraíba

Doutor

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