The Impact of Boycott Motivations on Customer Loyalty Applied on French Cosmetics Products

Abstract

In the recent years, we have witnessed several boycott activities towards different countries. Many motives can affect the boycott which is one of the customer behaviors. These motives can affect the customer loyalty as well. It has been a debatable topic whether the boycott affect the customer loyalty or not. The purpose of our study is to determine the impact of boycott and boycott motivations on customer loyalty on French products throughout measuring the reaction of the Egyptian people towards the French products. In depth interviews were conducted to collect information from several individuals with common qualities or characteristics separately to collect information and data for a specific topic and reach results. Regarding the methodology, both qualitative research approach and quantitative research approach were used in this study. Qualitative approach was used throughout conducting in-depth interviews in order to collect detailed information. Quantitative approach was used through using conducting surveys and online surveys. Concerning the findings of the research, according to the first hypothesis there is a weak relationship; which is the impact of personality traits on motivations for boycotting French cosmetics products and according to the second hypothesis, there is also a weak association between customer loyalty towards French cosmetics products and boycott motivations.