The influence of transnationality on consumers boycotting behaviour
by Omar Al Serhan
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 2, No. 3, 2017

Abstract: A considerable percentage of business organisations are boycotted by consumers. Boycotting has a long term impact on brand loyalty. Increasing mobility and connectedness across borders are markers of the globalisation today. Similar to organisations exploring business prospects overseas, a growing number of consumers are pursuing a life outside their native lands too. These are what we call transnational consumers. This study focuses on boycotting behaviour and the impact of transnationality among Arab consumers in London. Consumer boycotts create turbulence times for targeted firms. This study involves a questionnaire survey with 537 individuals carried out in London. It takes the 2006 Danish products boycott as a reference point to measure the participation and reaction to it. Boycotting behaviour is characterised by consumer's demographic, religiosity, and social capital as indicated in the literature. However, by using factor analysis we have also found that transnationality impacted on boycotting behaviour.

Online publication date: Mon, 13-Nov-2017

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