Evaluation Consumer Boycotts’s Strategic Response: A Case Study of Tan Hiep Phat in Vietnam

Abstract

Customer boycotts can seriously cause financial/marketing problems for companies. This research serves the purpose of developing the insights regarding consumer boycotts, as well as addressing how companies can apply their marketing strategies to reduce the effects of boycotts. Particularly, we review extant literature to ingestive a public relation scandal of Tan Hiep Phat (THP) in which a Vietnamese bevergae corporation was hitted by boycott in its quality inspection. This research aims to provide the most rational publicity-related techniques the companies in Vietnam can implement to combat boycotts. The study offers important theoretical and managerial insights that provide strategies for boycott in Vietnam. In fact, it confirms the theory of Okada and Reibsteins' (1998) findings in providing positive information to combat rumor. Apart from this, empirical findings show some feasible results by other people that some powerhouses of business world are about to face some serious resistance from people. Therefore, even though bad-naming others in the eyes of the public can bring some positive results, it would still be more effective to make sure that people know all the good things regarding the brand in favor of creating favorable associations. That in the long term contributes to creating a strong and good value for the brand.