The moderating role of boycott participation in the relationship between brand commitment and brand loyalty

نوع المستند : المقالة الأصلية

المؤلفون

1 كلية التجارة - جامعة بورسعيد

2 الاکاديمية العربية للعلوم و التکنولوجيا و النقل البحرى

المستخلص

This study aims to investigate the moderating role of boycott participation in the relationship between brand commitment as measured by the Conversion Model and brand loyalty. It has two main objectives. First, examine how a customer's level of commitment to a brand can influence their response to a boycott and the second, to study the effect of customer participation in boycotts on brand loyalty and determine whether it weaken this relationship or not.
This study adopted a descriptive-analytical approach, to analyze data and test hypotheses relying on a questionnaire for collecting data from a simple random sample of Egyptians which consisted of (412) respondents.
The findings show that there is a significant impact of brand commitment on Loyalty, additionally the study reveals that attitude towards boycotting a brand does not significantly impact commitment and loyalty, but intention to boycott, boycotting behavior, and perceived behavioral control of boycotts do.
The study explores the moderating role of boycott participation in the Egyptian context, highlighting how consumers may exhibit loyalty differently that provide valuable insights for managers in Egypt, emphasizing the need for swift public response and data analytics for customer segmentation based on their likelihood to join boycotts.
Research on consumer boycotts, brand commitment, and customer loyalty has a considerable gap, especially considering the influence on Egyptian customers. The novelty of this study lies in its focused examination of the Egyptian consumer market's response to the boycott movement against Pepsi products due to brand support Israel’s military incursion into the Gaza Strip.

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