{"id":5178,"date":"2026-10-12T18:30:00","date_gmt":"2026-10-12T11:30:00","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&amp;p=5163"},"modified":"2026-10-12T18:30:00","modified_gmt":"2026-10-12T11:30:00","slug":"tay-chay-thuong-hieu-brand-boycott","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/tay-chay-thuong-hieu-brand-boycott\/","title":{"rendered":"T\u1ea9y chay th\u01b0\u01a1ng hi\u1ec7u (Brand Boycott) l\u00e0 g\u00ec?"},"content":{"rendered":"<p><strong>T\u1ea9y chay th\u01b0\u01a1ng hi\u1ec7u (Brand Boycott)<\/strong> l\u00e0 h\u00ecnh th\u1ee9c bi\u1ec3u kh\u00e1ng kinh t\u1ebf m\u1ea1nh m\u1ebd nh\u1ea5t c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, n\u01a1i s\u1ee9c m\u1ea1nh t\u1eadp th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 tr\u1eebng ph\u1ea1t c\u00e1c doanh nghi\u1ec7p c\u00f3 h\u00e0nh vi vi ph\u1ea1m \u0111\u1ea1o \u0111\u1ee9c, ph\u00e2n bi\u1ec7t \u0111\u1ed1i x\u1eed, t\u00e0n ph\u00e1 m\u00f4i tr\u01b0\u1eddng ho\u1eb7c l\u1eeba d\u1ed1i kh\u00e1ch h\u00e0ng.<\/p>\n<h2>B\u1ea3n ch\u1ea5t v\u00e0 \u0111\u1ecbnh ngh\u0129a h\u1ecdc thu\u1eadt<\/h2>\n<p>Chuy\u00ean gia x\u00e3 h\u1ed9i h\u1ecdc ti\u00eau d\u00f9ng Monroe Friedman (1999) ph\u00e2n lo\u1ea1i t\u1ea9y chay th\u00e0nh hai nh\u00f3m ch\u00ednh: (1) <em>T\u1ea9y chay \u0111\u1ecbnh h\u01b0\u1edbng c\u00f4ng c\u1ee5 (Instrumental boycott)<\/em>: Nh\u1eb1m \u00e9p bu\u1ed9c doanh nghi\u1ec7p ph\u1ea3i thay \u0111\u1ed5i m\u1ed9t ch\u00ednh s\u00e1ch c\u1ee5 th\u1ec3 (nh\u01b0 ng\u1eebng th\u1eed nghi\u1ec7m tr\u00ean \u0111\u1ed9ng v\u1eadt); v\u00e0 (2) <em>T\u1ea9y chay \u0111\u1ecbnh h\u01b0\u1edbng tr\u1eebng ph\u1ea1t (Expressive boycott)<\/em>: Nh\u1eb1m x\u1ea3 c\u01a1n th\u1ecbnh n\u1ed9 v\u00e0 l\u00e0m t\u1ed5n h\u1ea1i t\u00e0i ch\u00ednh c\u1ee7a c\u00f4ng ty. Trong k\u1ef7 nguy\u00ean m\u1ea1ng x\u00e3 h\u1ed9i, &#8220;V\u0103n h\u00f3a h\u1ee7y b\u1ecf&#8221; (Cancel Culture) \u0111\u00e3 bi\u1ebfn c\u00e1c cu\u1ed9c t\u1ea9y chay t\u1eeb nh\u1eefng s\u1ef1 ki\u1ec7n c\u1ee5c b\u1ed9 th\u00e0nh c\u00e1c c\u01a1n b\u00e3o truy\u1ec1n th\u00f4ng to\u00e0n c\u1ea7u ch\u1ec9 trong v\u00e0i gi\u1edd.<\/p>\n<h2>B\u1ed1i c\u1ea3nh v\u00e0 \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n<\/h2>\n<p>T\u1ea9y chay kh\u00f4ng ch\u1ec9 l\u00e0m s\u1ee5t gi\u1ea3m doanh s\u1ed1 t\u1ee9c th\u00ec m\u00e0 c\u00f2n h\u1ee7y ho\u1ea1i nghi\u00eam tr\u1ecdng gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u v\u00e0 gi\u00e1 c\u1ed5 phi\u1ebfu. C\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u00f3 th\u1ec3 \u0111\u1ed3ng lo\u1ea1t r\u00fat h\u00e0ng kh\u1ecfi k\u1ec7 \u0111\u1ec3 tr\u00e1nh b\u1ecb li\u00ean l\u1ee5y. C\u00e1ch doanh nghi\u1ec7p ph\u1ea3n \u1ee9ng trong 24 gi\u1edd \u0111\u1ea7u ti\u00ean quy\u1ebft \u0111\u1ecbnh li\u1ec7u h\u1ecd c\u00f3 th\u1ec3 s\u1ed1ng s\u00f3t sau l\u00e0n s\u00f3ng t\u1ea9y chay hay kh\u00f4ng.<\/p>\n<h2>V\u00ed d\u1ee5 minh ho\u1ea1 th\u1ef1c t\u1ebf<\/h2>\n<p>Chi\u1ebfn d\u1ecbch t\u1ea9y chay th\u01b0\u01a1ng hi\u1ec7u th\u1eddi trang H&#038;M t\u1ea1i Trung Qu\u1ed1c n\u0103m 2021 sau khi nh\u00e3n h\u00e0ng ra tuy\u00ean b\u1ed1 lo ng\u1ea1i v\u1ec1 v\u1ea5n \u0111\u1ec1 lao \u0111\u1ed9ng c\u01b0\u1ee1ng b\u1ee9c b\u00f4ng v\u1ea3i t\u1ea1i T\u00e2n C\u01b0\u01a1ng: H\u00e0ng tr\u0103m c\u1eeda h\u00e0ng b\u1ecb \u0111\u00f3ng c\u1eeda, \u1ee9ng d\u1ee5ng b\u1ecb x\u00f3a kh\u1ecfi c\u00e1c kho t\u1ea3i v\u00e0 doanh thu t\u1ea1i th\u1ecb tr\u01b0\u1eddng n\u00e0y s\u1ee5t gi\u1ea3m nghi\u00eam tr\u1ecdng.<\/p>\n<h2>Nh\u1eefng \u0111i\u1ec3m l\u01b0u \u00fd quan tr\u1ecdng<\/h2>\n<ul>\n<li>Ph\u00e2n bi\u1ec7t gi\u1eefa &#8220;t\u1ea9y chay \u1ed3n \u00e0o tr\u00ean m\u1ea1ng&#8221; (Slacktivism &#8211; ch\u1ec9 b\u1ea5m like v\u00e0 share) v\u00e0 h\u00e0nh vi t\u1ea9y chay mua s\u1eafm th\u1ef1c t\u1ebf \u1edf ngo\u00e0i \u0111\u1eddi.<\/li>\n<li>Doanh nghi\u1ec7p c\u1ea7n l\u1eafng nghe g\u1ed1c r\u1ec5 s\u1ef1 b\u1ea5t b\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng thay v\u00ec ch\u1ec9 \u0111\u1ed1i ph\u00f3 b\u1eb1ng c\u00e1c th\u00f4ng c\u00e1o b\u00e1o ch\u00ed d\u1eadp l\u1eeda t\u1ea1m b\u1ee3.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>H\u00e0nh \u0111\u1ed9ng c\u00f3 t\u1ed5 ch\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng t\u1eeb ch\u1ed1i mua s\u1eafm ho\u1eb7c s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u nh\u1eb1m ph\u1ea3n \u0111\u1ed1i h\u00e0nh vi phi \u0111\u1ea1o \u0111\u1ee9c v\u00e0 g\u00e2y \u00e1p l\u1ef1c \u0111\u00f2i thay \u0111\u1ed5i.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[475],"class_list":["post-5178","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-rui-ro-khung-hoang"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>T\u1ea9y chay th\u01b0\u01a1ng hi\u1ec7u (Brand Boycott) l\u00e0 g\u00ec? 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