Should i stay or should i go? A qualitative exploration of consumer reactions to brands’ exit decisions in times of geopolitical conflict

Abstract

In an increasingly interconnected world, companies are continuously navigating a complex landscape shaped by various geopolitical conflicts. Geopolitical conflicts, such as the US–China political and economic tensions and the Russia–Ukraine war, have stirred public sentiment, impacting consumer attitudes and behaviors. Understanding and adapting to these geopolitical dynamics is crucial for companies aiming to maintain a competitive edge and sustainable growth in an ever-changing world. In this paper, taking the recent Russia–Ukraine conflict as the context, the authors explore how consumers reacted to brands’ exit or staying decisions in Russia, with a qualitative research based on in-depth interviews. Conducting a thematic analysis of the data, the authors identify perceived motive sincerity, consumer skepticism, perceived fairness, brand globalness, empathy and hedonic vs utilitarian nature of product as determinants or boundary conditions of the variation in participants’ sentiment. The authors also offer research propositions and develop a conceptual framework for future research.