The effects' of religiously motivated consumer boycotts on brand success

What is it about?

This study was one of the first to examine the influence of consumer boycotts on brand image in the specific case of boycotting due to religious animosity caused by a country-of-origin-related cause.

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Why is it important?

Once targeted by a macro-boycott campaign, companies typically face a great challenge choosing amongst the various strategies available to counteract boycotting campaigns. This study presents a number of managerial implications. Firstly, while consumer ethnocentrism in macro-boycotting is influential, international firms need to distance themselves quickly and effectively from the cause of the boycott which has been triggered by its country of origin. Secondly, findings show that religious animosity increases the boycott. Managers should not ignore boycotters’ religious interpretations of the situation but can certainly build their counter argument based on religious interpretations. Thirdly, the findings show that the boycott does not influence product judgment. and product judgment does not lead to an increase in the boycott. Therefore, managers need not put much emphasis on the influence of/on product judgment during their analysis of the boycott. Fourthly, the results show that the boycott to have a significant and negative impact on the brand image of the boycotted product. This negative influence on brand image is likely to make the recovery from the boycott more challenging, as restoring brand image can be time-consuming. Accordingly, managers need to understand that the best way to protect brand image is through avoiding the boycott altogether. Fifthly, the findings show the boycott decreases customer loyalty. Managers need to know that because the boycott has been motivated largely by religious animosity, customer loyalty will be the most negatively affected from the boycott. Therefore, regaining customer loyalty will, to a large extent, depend on the restoration of brand image. The above recommendations combine both preventive and reactive strategies, which should be considered by all international firms.

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