The Humanity Paradox: Unraveling the Power of Animosity in Leading Boycotts – Evidence from Egypt

Abdelshafy Menna (), Ebeid Ahmed Yehia (), Yokoyama Kenji () and Mohamed Mahmoud Fawzy ()
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Abdelshafy Menna: Teaching Assistant, Faculty of International Business and Humanities, Egypt – Japan University of Science and Technology, Borg El Arab, Alexandria, Egypt
Ebeid Ahmed Yehia: Faculty Dean of International Business and Humanities, Egypt – Japan University of Science and Technology, Borg El Arab, Alexandria, Egypt
Yokoyama Kenji: Professor of Management, Business School, Nagoya University of Commerce and Business (NUCB), Nagoya, Japan
Mohamed Mahmoud Fawzy: Assistant Professor of Marketing, Faculty of International Business and Humanities, Egypt – Japan University of Science and Technology, Borg El Arab, Alexandria, Egypt

Review of Marketing Science, 2025, vol. 23, issue 1, 327-353

Abstract: This study examined the impact of consumer animosity on brand attitudes and boycott intention within the Egyptian context. Building upon existing literature, it explores the complex nature of animosity, its antecedents, and its implications for consumer intention. A survey of 336 Egyptian consumers was conducted to investigate the mediating role of attitudes in the relationship between animosity and boycott intention, as well as the moderating roles of xenocentrism and materialism/post-materialism. The study employs non-probability sampling, specifically convenience sampling, and utilizes partial least squares structural equation modelling (PLS-SEM) using Smart-PLS version 4.0 for data analysis. The findings reveal a significant positive association between animosity and negative brand attitudes, which in turn positively influence boycott intention. Interestingly, xenocentrism was found to enhance boycott intention, while materialism and post-materialism did not significantly moderate the relationship, possibly reflecting the dominant role of socio-political factors in this context. These findings underscore the importance of understanding consumer animosity in the context of geopolitical tensions and economic conditions, providing valuable insights for marketers and policymakers to foster ethical and people-centred strategies that promote social well-being and mutual respect.

Keywords: consumer animosity; geopolitical tensions; boycott intention; xenocentrism; postmaterialism (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1515/roms-2024-0177

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