Consumer boycotts have a long history as expressions of dissatisfaction with organizational tactics, government policies, or social issues. However, existing models of boycott motivation are incomplete, focusing solely on beliefs and attitudes. To address this gap, this article investigates Portuguese consumers’ boycott of Russian products in response to the ongoing conflict in Ukraine. The study examines the impact of six different variables on Portuguese consumers' intention to boycott.

A survey allowed the collection of 163 valid responses that were analyzed through Structural Equation Modeling. The results reveal that the primary trigger for Portuguese consumers to boycott is the desire to make a difference. Animosity towards Russia and social influence also play significant roles, while perceived effectiveness, ethical idealism, and counterarguments were not significant in the decision to boycott.

The findings provide a detailed analysis of the motivations behind Portuguese consumers' boycotts of Russian products and complement previous studies by focusing on individual consumer perspectives rather than financial market reactions, contributing to the broader body of knowledge on consumer behavior in response to geopolitical conflicts.

For companies operating in countries facing conflict, understanding these motivations is crucial for navigating political tensions. The findings offer valuable insights for companies affected by boycotts.

This paper focuses on financial (bank) firms’ internationalization. We utilize and integrate literature from international dynamic marketing capability with business network theory. Financial firms in their internationalization quest need to offer competitive services to local customers but local regulations, lack of knowledge of local culture, and language, and other business-level obstacles such as the lack of knowledge about customers and the competitive environment of the target market hamper the path to be able to do so. Therefore, this paper aims to explore how a firm develops international dynamic marketing capability and penetrates foreign markets and networks by absorbing local capabilities into their organization. Based on qualitative case study research. We found that the focal firm already has different marketing capabilities but utilizing their business networks also can absorb local capabilities that enhance their international dynamic marketing capability and penetrate foreign networks.

Sponsoring international and global sports events is a crucial marketing strategy for corporations seeking to expand their global influence. Our goal is to analyse the sponsorship patterns in the Football European Championships between 1992 and 2024. The analysis emphasizes notable shifts in the sponsorship environment, such as the increasing importance of multinational corporations (MNEs) and state-owned enterprises (SOEs) as global sponsors. We utilized data from UEFA and other sources, analysing 151 sponsorship cases across nine championships employing cross-tabulation analyses to track trends and industry patterns.

While European and North American firms initially dominated the sponsorship landscape, Asian sponsors gradually increased their presence, reflecting regional economic growth. The dominance of manufacturing companies in sponsorships remained strong, with sectors such as Consumer Durables & Apparel regularly taking the lead, demonstrating a concentration on the consumer market. A notable trend was the rise of Asian state-owned enterprises using sports as soft power diplomacy, contrasting with the historical dominance of private enterprises. By 2024, sponsorship patterns saw a rebound in consumer-driven sectors post-pandemic, with Asia and Europe leading the way. Overall, these changes highlight evolving global economic dynamics and strategic shifts in sponsorship objectives towards brand awareness and diplomatic influence.

Helsinki is the capital of Finland, and it has enough power and resources to undertake extensive city branding strategies and actions. This study will examine the city brand of Helsinki from two perspectives: the city brand managers and those who experience the city brand. This study aims to examine the city branding of Helsinki from the city managers’ point of view and to understand how the city brand of Helsinki is perceived among international students. The study uses a mix of qualitative and quantitative research. A set of interviews with the city brand managers is conducted and a survey is distributed among international students in Finland. The most important associations of Helsinki’s brand image are the Helsinki Cathedral, the port and sea, and the cold weather. The study identifies that sustainability and functionality are two relevant cornerstones of the brand identity of Helsinki. However, other cornerstones of the city brand identity still need to be strengthened such as being free, quirky, and urban wilderness. My Helsinki website and social media are the most important media in building the city brand.