Brexit or Brand it? The Effects of Attitude Towards Brexit and Reshored Brands on Consumer Purchase Intention

Brexit has caused a seismic shift in the British socio‐economic and political landscapes, creating widespread uncertainties, while simultaneously giving hope and national pride to millions. The decision by a number of organizations to reshore their production has opened a new era for business management that challenges the axiomatic assumption of the benefits of offshored production. Although reshoring predates Brexit, the link between the two in the British context is not just serendipitous and they are argued to have reasonable interlinkages. However, there is inadequate empirical evidence to suggest that British consumers’ attitude towards Brexit has any effect on their intention to purchase reshored brands. Through a mixed‐methods study comprising a survey of 415 respondents and 20 in‐depth interviews, this paper addresses this research gap. Findings suggest that corporate social responsibility (CSR) and consumer reshoring sentiment (CRS) have positive effects on consumers’ attitude towards reshored brands. Despite CRS's positive influence on attitude towards Brexit, the latter does not have any significant effects on the intention to purchase a reshored brand, which is positively influenced by the attitude towards the same brand. As such, companies should enhance the image of their brands and CSR in order to harness the benefits of reshoring.