scholarly journals The Impact of Religiously Motivated Consumer Boycotts on Product Judgment, Brand Image and Loyalty

2020 ◽  
Vol 10 (11) ◽  
Author(s):  
Farhan Mirza ◽  
Sarfraz Ashraf ◽  
Hafiz Badar Jahangir
Keyword(s):  
Brand Image ◽  
Consumer Boycotts ◽  
The Impact ◽  
Product Judgment

The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment

2014 ◽  
Vol 48 (11/12) ◽  
pp. 2262-2283 ◽  
Author(s):  
Ibrahim Abosag ◽  
Maya F. Farah
Keyword(s):  
Saudi Arabia ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Negative Impact ◽  
Equation Model ◽  
Content Type ◽  
Consumer Boycotts ◽  
The One ◽  
Product Judgment

Purpose – The purpose of this paper was to examine the influence of religiously motivated boycotts, such as the one conducted in Saudi Arabia against Danish companies, on corporate brand image, customer loyalty and product judgment. Despite a growing research interest in understanding the effects of different types of consumer animosities on companies’ performance, there appears to be a scarcity of studies addressing the specific effects of religious animosity. Religious animosity is considered as an additional type which may have more stable and longer-term impacts than other animosities on behaviour. Design/methodology/approach – The study was based on a two-stage design: an exploratory qualitative stage involving 11 in-depth interviews, followed by a more comprehensive quantitative stage designed to test a proposed theoretical model. Data was collected from Saudi customers of the Danish company Arla Foods in Saudi Arabia. Data was analysed using structural equation model (LISREL 8). Findings – The model confirms that boycotting have strong negative impact on brand image and consumer loyalty but does not influence consumers’ product judgment. Practical implications – Religious boycotts have significant consequences on both corporate profits and brand image. The study provides clear steps for companies to combat the influence of religious boycotts especially in relation to brand image and customer loyalty. Originality/value – The study tested the influence of consumer religious boycotts on brand image and customer loyalty. Religious animosity was found to cause a more persistent boycott that negatively impacts brand image and weakens customer loyalty. However, by and large, boycotting was found not to have any significant impact on product judgment.

Impact of consumer ethnocentrism and animosity on brand image and brand loyalty through product judgment

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Naveed Iqbal Chaudhry ◽  
Sajawal ali Mughal ◽  
Javed Iqbal Chaudhry ◽  
Usman Tariq Bhatti
Keyword(s):  
Brand Loyalty ◽  
Online Survey ◽  
Brand Image ◽  
Negative Impact ◽  
Cosmetic Products ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
The Impact ◽  
First Time ◽  
Product Judgment

Purpose This study aims to check the impact of consumer ethnocentrism (CE) and animosity on brand image (BI) and brand loyalty (BL) of Indian made cosmetic products in Pakistan and to check the mediation role of product judgment (PJ) related to Indian made cosmetic products in this relationship. Design/methodology/approach In this study, the researcher used quantitative techniques to collect data. Online survey strategy was used for data collection and the technique of purposive sampling was used to select 280 consumers as respondents of said study. SPSS-20 and AMOS-21 were used for data analysis and to test the hypotheses of the study. Findings The results indicate that there is a positive relationship between CE and BL that is the novel result of this study because past studies proved negative relation in CE and BL and there is no direct relationship between CE and BI. The results also indicate that consumer animosity (CA) has a negative impact on BI and BL of Indian made cosmetic products in Pakistan. The results of mediation indicate that PJ is playing partial mediation in this relation. Originality/value This study is for the first time that is conducted in the context of India and Pakistan. Similarly, PJ is tested as a mediator for the first time in the relationship between CE and CA and BI and BL. This study would be beneficial for foreign brands generally and for Indian cosmetic brands specifically. In addition, it may provide help to business students and scholars to further understand and explore these variables in the context of developing countries.

A Study of the Impact of Increased Productivity on Tourism Product Brand Image

2010 ◽  
Vol 24 (1) ◽  
pp. 5-28
Author(s):  
백현 ◽  
정인석 ◽  
Kim,Joung-Man
Keyword(s):  
Brand Image ◽  
Tourism Product ◽  
The Impact
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