Brand, Identity and Reputation: Exploring, Creating New Realities ...

Figure 1 Religiously Motivated Consumer Boycott Model (RMCB)
Consumer
Ethnocentrism
+
Religious
Animosity
Methodology and Findings: The research was conducted on Saudi Arabian consumers near the end of 2009. Using a
systematic sampling method, which ―produces samples that are almost identical to those generated via simple random
sampling‖ (McDoniel and Gates, 2001, p. 341), the study achieves the randomized sample necessary for this kind of
study. A telephone directory was used to assemble the sample, implementing a skipping interval that was randomly
fixed to number eleven in each column (two columns) on each page. All respondents were Saudis and the sample was
made up of 55.2% male and 44.8% female. A total of 238 completed questionnaires were returned.
The survey instrument is derived from Klein et al.‘s (1998) initial test of the animosity model. It consists of
demographic variables and the six key constructs: (1) consumer ethnocentrism, (2) consumer animosity, (3) boycotting
behavior, (4) product judgment, (5) brand image, and (6) brand loyalty. All statements were measured on a seven-point
Likert-Scale, ranging from 1 (strongly disagree) to 7 (strongly agree). The estimation of the model resulted in a very
good fit χ² (df) = 10.65 (5), p-value = .056, CFI = .99, IFI = .99, GFI = .98, AGFI = .94, RMSEA = 0.067. To validate
the model, a competitive model was tested. The results show poorer fit compared with the original model. The
estimation of the competing model resulted in χ² (df) = 42.86(6), p-value = .000, CFI = .97, IFI = .97, GFI = .94, AGFI
= .80, RMSEA = 0.158. This result confirms the legitimacy of the original model.
Figure 2 Model Estimation
Consumer
Ethnocentrism
+ .72*
Religious
Animosity
Boycott
*significant at p