Marketing Management Crisis and Brand De-identification: A Qualitative Study on the Multinational Product Boycott Movement in Indonesia

This research explores the phenomenon of consumer boycotts against multinational brands in Indonesia driven by socio-political issues. Using a qualitative descriptive approach with a triangulation technique, this study examines the mechanism of brand image deconstruction and the shift in consumer loyalty. Data were gathered through in-depth interviews, digital observation, and documentation. The results reveal four key findings: first, the deconstruction of brand equity as consumer priorities sh