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Determining the effectiveness of consumer boycotts: A stock price analysis of their impact on corporate targets

Determining the effectiveness of consumer boycotts: A stock price analysis of their impact on... This research study employs a time-series methodology in an effort to assess the impact of 21 consumer boycott announcements upon the wealth of stockholders of target firms. A major finding of the study was that consumer boycott announcements were followed by statistically significant decreases in stock prices for the target firms. In addition, the overall market value of the target firms dropped by an average of more than $120 million over the two-month post-announcement period. A series of multiple regression analyses employing dummy variables representing identifiable boycott attributes failed to identify any significant relationships between the level of equity damage inflicted upon the boycott targets and the selected variables. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Policy Springer Journals

Determining the effectiveness of consumer boycotts: A stock price analysis of their impact on corporate targets

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References (8)

Publisher
Springer Journals
Copyright
Copyright
Subject
Social Sciences; Social Sciences, general; Marketing; Economic Policy; Commercial Law
ISSN
0168-7034
eISSN
1573-0700
DOI
10.1007/BF00380573
Publisher site
See Article on Publisher Site

Abstract

This research study employs a time-series methodology in an effort to assess the impact of 21 consumer boycott announcements upon the wealth of stockholders of target firms. A major finding of the study was that consumer boycott announcements were followed by statistically significant decreases in stock prices for the target firms. In addition, the overall market value of the target firms dropped by an average of more than $120 million over the two-month post-announcement period. A series of multiple regression analyses employing dummy variables representing identifiable boycott attributes failed to identify any significant relationships between the level of equity damage inflicted upon the boycott targets and the selected variables.

Journal

Journal of Consumer PolicySpringer Journals

Published: Sep 11, 2004

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