Author(s): Haykel Ben Khelil
Boycotts have become a significant form of consumer protest, often leading to lasting impacts on the relationship between brands and their customers. This study aims to explore the effects of a boycott on customer loyalty, particularly in the post-protest phase, and examine how brands can restore or maintain these relationships. Furthermore, the study explores the effectiveness of brand strategies, such as crisis communication and positive engagement on social media, in mitigating these effects. Through a conceptual model and empirical testing, we hypothesize that well-executed restoration strategies can positively influence customer loyalty and reduce the long-term repercussions of the boycott. The findings aim to provide valuable insights for marketers in developing effective post-crisis strategies to restore trust and loyalty in the aftermath of consumer protests.