You’ve Over the Line! Muslim Consumers are Resistant to Opposite Brand Values

The consumer's antagonistic behavior towards brands is hotly discussed because of the political issues it carries. However, factors affecting Muslim consumers to reject a product still requires more paucity empirical evidence. current study casts light on antecedent that influence product, and pattern between reasons for refusal intention boycott brand. online survey was able reach 450 respondents from community. This paper uses scenarios confirmed cases consumer boycotts against Unilever in Indonesia. Using snowball-sampling technique, many were educated young urban model tested using partial least squares-structural equation modeling (PLS-SEM). Moreover, interaction moderation technique applied examine effect moderators structural model. results showed brand hate fully mediates all variables except symbolic incongruity. further revealed construct with three first-order formative triggers (religious animosity, ideological incompatibility, subjective norms). In addition, this theoretically contributes providing clear delineation dichotomous concept consisting dimensions (intention incite, avoid, punish).