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Abdelrahman Sharaf 211001260

Ahmed Azkoul 211000970

What is the effect of the boycott on local brands?

Literature Review

2.1 Introduction

The term boycott refers to the issue of refusing to buy brand products or do business with a

specific company. Boycott Also refers to refusing the idea of taking part in a specific activity

possess a proper entity. Boycott of the pressure groups, which argued the consumer boycott of

clothing brands made using child labor. The main findings and results showed that the consumer

goods price increase will lead to a call for a boycott. (Aziz, A., & Farouk ,2024). This type of

market act, which is called a boycott, is so effective at keeping the prices of the market down. On

the other side, the boycott supported the local bends, but it decreased the market efficiency. It

didn’t support the completion within the market as the global brand absence led to a negative

impact on the market. The issue of the effect of the campaign of boycott in Egypt of foreign

products vials on social media networks is so effective acts. The first reason related to the

political situations which supported the Egyptian local brand against the foreign brands which

supported Israel. The second point effect of boycotting imported brands on local product

demands focuses on the way of customer sentiments, perceived quality, social norms,

advertising, and other issues. (Shah, et al . 2024). The impact of customer perceptions to boycott

is such effective elements as it is related to purchase intentions for local products and the idea of

recognizing the consumer motivation and attitudes, and this is able to develop strategies to make
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local products promotions. (Susanti et al. 2024). The fourth element related to the power of

consumers to send messages to brands, and the first months of 2024 witnessed boycotting of

the US brands in Mena regions, and the idea of supporting human rights issues is one of the

main factors which affected the boycotts.

2.1 The factors that have impacts on boycott and local brands

According to Aziz, A. & Farouk, A. (2024). the effect of campaigns to boycott foreign products

by using social media networks leads to changing the points of views of many people about the

foreign products and tis role. The political factors which is effective elements in boycott supports

and it reinforces the purchasing behaviors towards local products. The study on the Egyptian

youth and their contact with the boycott’s campaigns in 2024 against the brands which supports

Israel showed that 84.3 % of the Egyptian youth represents to take part and practices in such

campaign. On the other side one social norms and advertising tools have real effect on consumer

choices, The effect of society and strong social norms reduced the attitudes towards the

imported products or ATIP and increased LPD to local product demand .(Shah, et al ,.2024).The

effect of firms and companies which exploit boycott not only to increase its market share but

contribute to the local economy development and growth , the economic independence has real

impact on increase the intention to purchase the local items . (Susanti, et al. 2024).

2.3 The efficacy of boycott and the challenges which face the local brands
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The changing of the point of views of Popole and youth in supporting local industries like in

Egypt after the boycott in 2024 showed that replacing alternative products to foreign products is

effective tools in struggling aggression .The survey approach which based on questionnaire tool

and consisted of 400 persons showed that the exposure to boycott campaigns gain the imported

foreign products was met by some barriers like the high quality of imported products , the

second point showed that 15.7 % who didn’t practice in boycott supported the idea that the

efficacy of boycott is weak if it compared to the domain of global companies like coca cola .

Pepsi , arial , Persil and others on the local economy . the effect showed that more than 83 %

showed that these companies lost a lot form boycott but he rest shoed that these companies

change its mechanism and pricing strategy and achieve high level of success . (Aziz, A., &

Farouk, 2024).

3.1 The future of boycott and the current situations of local brands

EL Mahdi, A . (2024).stated that Spiro spathes is one of the examples of boycott responds the

unexpected Ruge in sales which take significant shape but there is problem of shortage in several

stores in the market and the situations repents golden opportunity to achieve further growth in

the future , the strong disapproved to the advertisement of Pepsi showed that the campaign ( stay

thirsty an attempt to lure people way from the effect of boycott , the examples of local coffee
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market in Egypt which Shaid 30 % growth reflects the positive impact of the boycott on the

local brands in Egypt but it faced also by the shortage ion stories of these brands .Hassan, S,

(2024). Showed the consumer feel undermined and the brand try to rick them as they leading the

consumers that the local brand has less efficacy and the rebuild of trust with the consumer after

accusing the huge entities and firms that it supported the Israeli aggressions, so the domain of

these companies are unique challenges for local brands in the future .

4. Conclusion

To sum up, The effect of boycott on local brands is critical issues as boycott is double edged

weapon. (Aziz, A., & Farouk, 2024). Many studies tackled the impact of boycott on local brands

form specific points of viewers and investigate the economic and social effects of boycott but eh

majority link between political factors and boycott effects .The majority of studies depend on

surveys and questionnaires which means that it followed the quantitative type of research . the

results showed that local brands in Egypt like spiro spits affected positively with increasing

sales and also unique reputation but the barriers includes the shortage in stores and the domain of

global brands .The present study add several literature concerns the current boycott in Egypt and

covered the category of youth with sepcifc shape . the main of this study to answer he question

of what is the impact of boycott on local brands .

References

- Aziz, A., & Farouk, A. (2024). The exposure of Egyptian youth to campaigns to boycott

foreign brands on social media and its impact on their attitudes towards buying and

supporting local industries. The Egyptian Journal of Media Research, 2024(86), 155-219.

- Shah, S. A., Raza, Q., Rajar, H. A., Baig, M. T., Mithiani, S. A., Ahmed, M., ... & Malik,

S. (2024). Consumer Behavior and Preferences Shift: The Impact of Boycotting Imported

Brands on Local Product Demand. Bulletin of Business and Economics (BBE), 13(2),

455-467.

- Susanti, L., Najmudin, N., & Sudarto, S. (2024). The Prominent Of Local Products

Following Boycott Calls. International Journal of Business and Quality Research, 2(03),

191-207.

- Hassan, S, (2024). Boycott sentiment is still strong. How can brands win consumer trust

in the Middle East?. fastcompanyme.com/impact.

https://fastcompanyme.com/impact/boycott-sentiment-is-still-strong-how-can-brands-win-

consumer-trust-in-the-middle-east/

- EL Mahdi, A . (2024). "Made in Egypt" brands are booming as boycott campaigns

continue and production costs drop. English.ahram.org.eg/News/524974.aspx.

https://english.ahram.org.eg/News/524974.aspx