Brexit or Brand it? The effects of attitude towards Brexit and reshored brands on consumer purchase intention

Bidit Lal Dey, Sharifah Faridah Syed Alwi, Mujahid Mohiuddin Babu, Sanjit Kumar Roy, Syed Muhammad

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
102 Downloads (Pure)

Abstract

Brexit has caused a seismic shift in the British socio-economic and political landscapes, creating widespread uncertainties, while simultaneously giving hope and national pride to millions. The decision by a number of organisations to reshore their production has opened a new era for business management that challenges the axiomatic assumption of the benefits of offshored production. Although reshoring predates Brexit, the link between the two in the British context is not just serendipitous and they are argued to have reasonable interlinkages. However, there is inadequate empirical evidence to suggest that British consumers’ attitude towards Brexit has any effect on their intention to purchase reshored brands. Through a mixed-methods study comprising a survey of 415 respondents and 20 in-depth interviews, this paper addresses this research gap. Findings suggest that corporate social responsibility (CSR) and consumer reshoring sentiment (CRS) have positive effects on consumers’ attitude towards reshored brands. Despite CRS’s positive influence on attitude towards Brexit, the latter does not have any significant effects on the intention to purchase a reshored brand, which is positively influenced by the attitude towards the same brand. As such, companies should enhance the image of their brands and CSR in order to harness the benefits of reshoring.
Original languageEnglish
Pages (from-to)1215-1237
Number of pages23
JournalBritish Journal of Management
Volume34
Issue number3
Early online date20 Oct 2022
DOIs
Publication statusPublished - Jul 2023

Bibliographical note

© 2022 The Authors. British Journal of Management published by John Wiley & Sons Ltd on behalf of British Academy of Management.

This is an open access article under the terms of the Creative Commons Attribution-NonCommercial License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited and is not used for commercial purposes.

Keywords

  • General Business, Management and Accounting
  • Management of Technology and Innovation
  • Strategy and Management

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