摘要：Brand equity is critical for brand sustainability. Companies participate in social issues to maintain brand equity by making the brand easily recognizable, superior in quality, and favored and affirmed by consumers. However, the ideological incompatibility between a brand and consumers may induce the consumers to adopt boycott action, which is an obstacle to brand sustainability. Before adopting boycott action, consumers consider the opinions of themselves and those of others. The opinion incompatibility between consumers is an influential factor for the consumers’ boycott intention, while individuals’ Attention to Social Comparison Information (ATSCI) is a moderate factor. This article conducted three studies that explored the influence of ideological incompatibility and ATSCI on boycott intention. Study 1 and Study 2 conducted an online and an offline experimental design to investigate the consumers’ boycott intention when a brand holds a different view from consumers on a debatable issue—same-sex marriage. Study 3 focused on the influence of ideological incompatibility between consumers and their relatives and friends regarding boycott intention. Individuals’ ATSCI is considered as a moderate factor. Based on these three empirical studies, we conclude that when a brand takes a stand on a debatable issue, it may be taking risks for brand sustainability since some consumers might boycott it because of ideological incompatibility. High ATSCI individuals may choose to follow the opinions of others and change their boycott intention.
