Marketing in times of uncertainty: How corporate responses shape consumer reactions

In an era marked by escalating geopolitical tensions, trade wars, and the threat of terrorism, nations’ strategic maneuverings on the global stage have become increasingly complex and consequential. These tensions often manifest in the form of economic sanctions, a tool that countries employ to exert pressure without resorting to military action. Although the political and economic implications of sanctions have been extensively studied, their impacts on the corporate sector remain underexplored, particularly through a marketing lens. This research examines how firms’ response strategies affect consumer reactions. This research not only makes substantial contributions to the literature on economic sanctions, crisis management, and signaling theory, but also provides clear and meaningful guidance for global firms on employing appropriate response strategies in times of uncertainty.