Consumer boycotts and brand perceptions toward US/Israeli brands amidst the Israel-Palestine conflict

Salma Akter, Md. Anamul Hoque, Tasfia Anjum Chaity, Taj Ashrafi, Fahim Ahmed and Zawadul Hoque Chowdhury

International Journal of Islamic Marketing and Branding, 2026, vol. 6, issue 4, 375-403

Abstract: This study investigates the impact of consumer boycotts on USA/ISRAELI brands due to the Israel-Palestine conflict and provides insights into a comparative analysis of global brands and local companies' response strategies. A model was developed to provide an ample understanding of the impact of consumer boycotts. A well-structured questionnaire with a five-point Likert scale was used to collect data from 419 respondents. The collected data were analysed by factor, rotational matrix, and regression analyses using SPSS software. The findings of this study support the view that consumer behaviour, perception of brand, and customer boycott have an impact on consumers' attitudes towards brands due to the Israeli Palestine War. Moreover, customer attitudes toward brands have a substantial impact on boycott outcomes. This study integrates Carroll's CSR model with economic, legal, ethical, and philanthropic responsibilities to measure their impact on consumer boycotts.

Keywords: consumer boycotts; USA/Israeli brands; Israel-Palestine conflict; global brands; Carroll's CSR model; consumer behaviour. (search for similar items in EconPapers)
Date: 2026
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