The use of religious motives and Ethnocentrism in boycott campaigns and their impact on audience loyalty to Western brands

Document Type : Original Article

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Lecturer of Public Relations, Faculty of Mass Communication, Al-Azhar University

Abstract

The study sought to identify the effectiveness of using religious motivation in boycott campaigns on the attitudes and behavior of the public towards boycotting foreign brands, and to determine what is the impact of exposure to that boycott on the degree of loyalty of the Egyptian public towards those Western brands. the researcher relied on the survey method, where he chose A deliberate sample of the Egyptian public consisted of 400 respondents. The study concluded that one of the most important reasons and motivations for the public’s response was The Egyptian boycott campaign included the religious factor, where the phrase “because of the religious factor that commands me to defend my brothers in religion” topped the list by 89%. The study also approved hypothesis that there is a statistically significant correlation between religious hostility towards the West and the United States and the public’s boycott of Western brands. In addition to accepting the scientific hypothesis that there is a statistically significant relationship between the boycott of Western brands by the Egyptian public and the degree of its loyalty to those brands.
 

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