CONSUMER BACKLASH, IDEOLOGY, AND BRAND DISENGAGEMENT: BAR-B-Q PLAZA AND LAZADA CASE STUDIES

Abstract

For over thousands of years, humankind has been growing through the change of social norms of each global era. We have been developing beliefs and ideologies with the hope to unite people in the society. Conflict, however, seems to be an inevitable factor occurring in all aspects of society and could appear to be the factor creating opposing ideologies of humankind throughout history. The political situation in Thailand has been separating Thai people into two groups that represent two opposing perspectives. The first group being the group of right-wingers, the Thais that show loyalty toward the royal Chakri dynasty members especially King Bhumibhol Adulyadej and his heirs. Because of the strong loyalty for the royals, they relatively support the political parties that declare themselves being protective of the traditional political regime. The opposing group being the group of left-wingers who are the Thais standing up for democracy and promoting the liberalist ideas introducing the change in political regime and the reconstruction of deep-routed Thai primitive mindsets. The different views in politics seem to create a great impact in people’s way of thinking, way of living, and judgements toward the society; the judgment that does not only interfere with individuals, but also with the appreciation towards celebrities, and businesses. This paper mainly studies how political ideologies, specifically in Thailand, create changes in consumers’ buying motivation toward brands and the prevention of consumer backlash happening based on different ideologies shown through brand activities.