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Boycott and racism: A loaf of bread is just a loaf of bread

Abdul Latif, Samshul Amry and Abdul Talib, Asmat Nizam (2015) Boycott and racism: A loaf of bread is just a loaf of bread. Emerald Emerging Markets Case Studies, 5 (6). pp. 1-19. ISSN 2045-0621

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Companies can be boycotted for many reasons; for example, a company may be associated with or engage in egregious acts which trigger a consumer boycott. However, it is unusual for racial and political elements to form the basis of a consumer boycott. This paper describes how a current leader in the packaged bread market, Gardenia Bakeries Sdn Bhd (GBKL), responded to one such online campaign.This case study highlights the importance of effective communications and marketing strategies for responding to sensitive issues involving racism and politics.

Item Type: Article
Uncontrolled Keywords: Malaysia, Public relations, Marketing, Politics, Racism, Consumer boycott
Subjects: H Social Sciences > HB Economic Theory
Divisions: School of International Studies
Depositing User: PM Dr. Asmat Nizam Abdul Talib
Date Deposited: 15 Nov 2015 02:35
Last Modified: 12 Apr 2016 04:04
URI: http://repo.uum.edu.my/id/eprint/16116

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