يهدف البحث إلى التعرف على اتجاهات ومشاعر ومواقف العملاء نحو العلامات التجارية التي دعمت الكيان خلال فترة العدوان على غزة، وإمكانية مسامحتها، حيث تم تصميم استبانة وتوزيعها على المبحوثين (400 مفردة) في الفترة من 17-9-2024 حتى 20-12-2024، واستند البحث في إطاره النظري إلى مسامحة العملاء للعلامة التجارية Customer Forgiveness Model، والنموذج الذي طوره (Yungchul Kim & otjers, 2023)، وتوصل البحث في أهم نتائجه إلى وجود علاقة بين طبيعة استجابة العلامات التجارية للمقاطعة ومسامحة الجمهور لها وإعادة الشراء مرة أخرى، وكان أكثر أشكال الدعم تأثيرًا من وجهة نظر الجمهور الدعم الصريح والمباشر، والدعم غير المباشر للكيان، وأثرت طبيعة استجابة العلامات التجارية للمقاطعة على مدى مسامحة الجمهور لها، حيث حازت العبارات (توضيح أن تصريحات المديرين أو مالكي العلامة التجارية الأم لا تعكس بالضرورة مواقف العلامة التجارية المحلية، وتسليط الضوء دور العلامة التجارية في تشغيل العاملين المصريين) رضا المبحوثين، وتباينت مشاعر المبحوثين نحو المقاطعة وجاءت في المقدمة كراهية العلامة التجارية بأهمية نسبية 5.66%، أما اتجاهاتهم نحو العلامة التجارية فتمثلت في الرغبة في تجنب العلامات التجارية الداعمة والعزوف عن الشراء، وكان الجانب العاطفي وارتباطهم بالعلامة التجارية سببًا في مسامحتها وإعادة الشراء. كما أدت المتغيرات الوسيطة (مشاعر المبحوثين ودوافعهم وسلوكياتهم نحو العلامة التجارية) دورًا في التأثير على طبيعة استجابة العلامات التجارية للمقاطعة ومدى مسامحتها وإعادة الشراء مرة أخرى.
Alnawas,I., AlKhateeb, A., AbuFarha, A., Ndubisi, N., ‘The effect of service failure severity on brand forgiveness: the moderating role of interpersonal attachment styles and thinking styles’ , International Journal of Contemporary Hospitality Management , 35 (5),2023, Pp. 1691-171
Zhang, M., Cui,J., Zhong,J., ‘How consumers react differently toward humanoid vs.non humanoid robots after service failures: a moderated chain mediation model’, International Journal of Emerging Markets,2023, DOI 10.1108/IJOEM-06-2022-1023.
Salagrama, R., Prashar, S., Tata, S., ‘Examining the influence of forgiveness and its antecedents on consumer behaviour: the moderating role of service failure severity’, International Journal of Emerging Markets 18 (10),2023, Pp. 3973-399.
Amani, D., ‘Love thinketh no evil: mediation role of brand love on consumer religiosity and consumer forgiveness in Tanzanian Islamic Banking’, Journal of Islamic Marketing, 15(4),2024, Pp. 1035-1053.
Chen,S., Ran, Y., Xiong,J., ‘Rise from the ashes or repeat the past? The effects of fresh start mindset and brand crisis type on consumer forgiveness’, Nankai Business Review International, 13 (4),2024, Pp. 497-516.
Mednini, L., and Turki, M.,‘How to transform brand haters into forgivers through emotional intelligence?’, Management Decision, 62 (1),2024, Pp. 183-199.
Roseann, H., ‘How brand personality and failure-type shape consumer forgiveness’, Journal of Product & Brand Management, 28(2),2019, Pp. 300–315.
Soch, U., ‘Coping mechanism beyond brand forgiveness: do individual personality traits matter among online shoppers?’, Journal of Product & Brand Management, 33(6),2024, Pp. 633–653.
Siamagka, N., ‘Explaining consumer–brand forgiveness through the lens of narcissism’, Marketing Intelligence & Planning, 41 (3),2023, Pp. 360-374.
Fetscherin, M., and Sampedro, A., ‘Brand forgiveness’, Journal of Product & Brand Management, 28(5),2019 , Pp. 633–652.
Hmid, Z., ‘Mohadedat krahyet Al-Almat Al-Togaryia Al-Mahalyia w Al-Alamya w Alketha besolok Al-mostahlik Al-masry- Deras Maydannya’, Magalet Bohoth Al-Alakat Alama, Al-gamaya Al-masriya lelelkat alama, 51(June/July2024) Pp.277-327.
Abdelkader, A., Al-Sothoy, A., Al-Nokrashy, O., ‘ Al-door Al-moadal lestadet altheka fi Elalaka ben Eslah Al-kedma w Tasamoh omla Al-montagat Al-seyahya be madenit El-gardha’, Al-magala Al-masriya le-eldersat Al-togariya, 44(4), 2020, pp.49-87
Casidya, R Shinb,H. ‘The effects of harm directions and service recovery strategies on customer forgiveness and negative word-of-mouth intentions’, Journal of Retailing and Consumer Services, 27,2015, Pp.103-112.
Walker, L., ‘The critical role of customer forgiveness in successful service recovery’, Journal of Business Research, 95,2019, Pp.376-391.
Woltera,J., Bacile, T., Smith, J., Giebelhausen, M., ‘The entitlement/forgiveness conflict of self-relevant and self-neutral relationships during service failure and recovery’, Journal of Business Research, 104,2019, Pp.233-246.
Wei, C., Liu,M., Keh, H., ‘The road to consumer forgiveness is paved with money or apology? The roles of empathy and power in service recovery’, Journal of Business Research, 11, 2020, Pp.321-334.
Wang, X., Zhang, Y.,’ Brand avatar present or absent? Investigate brand avatar and consumer forgiveness in public apology’, Journal of Service Theory and Practice. 34 (5),2024, Pp. 689-709.
Kaur,P, Talwar,S.,Islam, N.,Salo,J.,Dhir,A., ‘The effect of the valence of forgiveness to service recovery strategies and service outcomes in food delivery apps’,Journal of Business research, 147,2022, Pp.142-147.
Ali, F., El-Manstrly, D., Abbasi, G.,‘Would you forgive me? From perceived justice and complaint handling to customer forgiveness and brand credibility-symmetrical and asymmetrical perspectives’, Journal of Business Research, 166,2023, DOI:1016/j.jbusres.2023.114138.
Su, L.,Pan,L.,Huang,Y., ‘How does destination crisis event type impact tourist emotion and forgiveness? The moderating role of destination crisis history’, Tourism Management, 94, 2023,https://doi.org/10.1016/j.tourman.2022.104636
Wang,K.,Chin, W.,Honora, A., ‘How the emoji use in apology messages influences customers’ responses in online service recoveries: The moderating role of communication style’, International Journal of Information Management, 69,2023, DOI:1016/j.ijinfomgt.2022.102618.
Choi, G., Mitchell, A.,‘So sorry, now please watch: Identifying image repair strategies, sincerity and forgiveness in YouTubers’ apology videos’, Public Relations Review, 48,2022, DOI:1016/j.pubrev.2022.102226
Babin, B., Zhuang , W.,Borges, A., ‘Managing service recovery experience: Effects of the forgiveness for older consumers’, Journal of Retailing and Consumer Services, 58,2021 https://doi.org/10.1016/j.jretconser.2020.102222.
Xie, S., Wei, H., ‘Handwritten or machine-written? How typeface affects consumer forgiveness for brand failures’, Journal of Retailing and Consumer Services, 81,2024, https://doi.org/10.1016/j.jretconser.2024.103938.
Gannon, M., Taheri,B.,Thompson,J.,Rahimi,R.,Okumus,B., ‘Investigating the effects of service recovery strategies on consumer forgiveness and post-trust in the food delivery sector’, International Journal of Hospitality Management, 107,2022,Doi. https://doi.org/10.1016/j.ijhm.2022.103341.
Dalakas,V., Melancon, J., Szczytynski,I.,‘Brands in the eye of the storm: navigating political consumerism and boycott calls on social media’, Qualitative Market Research: An International Journal, 26 (1),2023, Pp. 1-18.
Abdullatif Halim, T., ‘Examining the variation in willingness to buy from offending product’s origin among fellow nationals’, Journal of Islamic Marketing, 8 (2),2017, Pp. 243-260.
Pöyry,E., - Laaksonen, S., ‘Opposing brand activism: triggers and strategies of consumers’ anti brand actions’, European Journal of Marketing, 56 (13),2022, Pp. 261-284.
Muhamad, N., Khamarudin, M., Fauzi, W., ‘The role of religious motivation in an international consumer boycott’, British Food Journal, 121 (1),2019,Pp. 199-217.
Reshetnikova,I., -Kosmowska, K., Wiktor, J., ‘Differentiation of Polish and Ukrainian consumers’ attitudes to Russian brands and international brands remaining on the Russian market, Central European Management Journal. 32 (1),2024, Pp. 152-175
LTIFI, M.,‘From boycott to product judgment in the coronavirus era: Chinese products cases’, International Journal of Law and Management. 63 (3),2021, Pp. 357-368.
Halimi, T., D’Souza, C., Mort, G., ‘Examining the role of empathy on third-country nationals’ foreign product purchase behaviour A study of the growing international boycott against Israel’, International Marketing Review, 34 (6),2017, Pp. 760-786.
Xie, J., Choo, H., Lee, H., ‘Effects of consumer animosity on boycotts: the role of cognitive-affective evaluations and xenocentrism, Journal of Fashion Marketing and Management: An International Journal, 28 (1),2024, pp. 45-60.
Dekhil, F., Jridi, H., Farhat, H., ‘Effect of religiosity on the decision to participate in a boycott The moderating effect of brand loyalty– the case of Coca-Cola, Journal of Islamic Marketing, 8,2017, (2), Pp. 309-328.
Yusri, S., Aji, H.,‘What drives Muslims to boycott French brands? The moderating role of brand judgement and counterargument’, Journal of Islamic Marketing,14 (5),2023, Pp. 1346-1368
Hamzah, H., Mustafa, H., ‘Exploring consumer boycott intelligence towards Israel-related companies in Malaysia- An integration of the theory of planned behaviour with transtheoretical stages of change’, Journal of Islamic Marketing, 10 (1),2019, Pp. 208-226.
Roswinanto,W., Suwanda, S., ‘Religious boycott in Indonesia: investigation of antecedents and the effect of religiosity dimensions’, Journal of Islamic Marketing, 14 (1),2023, Pp. 174-195.
Abdelwahab, D., Jiménez,N., Martín, S., Prodanova, J., ‘Between love and boycott: a story of dual origin brands’, Spanish Journal of Marketing ESIC, 24 (3),2020, Pp. 377-402
Sari,D., Mizerski, D., Liu, F.,’ Boycotting foreign products: a study of Indonesian Muslim consumers, Journal of Islamic Marketing, 8(1),2017,Pp. 16-34.
AbdelAziz, A., ‘Taarod El-shaab le hamalat mokataa Al-alamat Al-togariya A-agabiya w Taetherha ala etgahatohm naho sheaa w daam elmontagat el-mahalyia’, Al-magala Al-masriya lebohoth Al-Alam, 86(1) Jan-March, 2024, CIC conerence.
Sari, D., Games, D., ‘Investigating young consumer’s boycott behaviour in an emerging market’, Cogent Business & Managment, 11 (1),2024, Pp.1-20.
Kyla, a., Khristian,d., Cedric, F., Mae,I., Maxine, i., Lou,o., Dane,T., Rollyn,V., ‘Unmasking Consumer Behavior: A Deep Dive into Brand Boycotts in the Social Media Age – Exploring Filipino Demographic Variances, Perceptual Constructs, and Activist Actions’, International Journal of Current Science Research and Review, 7(5),2024, Pp.2559-2569.
Abosag,I., Farah,M., ‘The influence of religiously motivated consumer boycotts on brand image, loyalty and product judgment’, European Journal of Marketing, 48 (11/12),2014, Pp. 2262-2283
O., Chapa,S., (2024), ‘Testing the effects of moral intensity news frames on consumer boycott intention’ Journal of Consumer Marketing, 41(2),2024,Pp 226–238.
Cambefort,M., Roux,E., ‘A typology of the perceived risks in the context of consumer brand resistance’. Journal of Product & Brand Management, 28(5),2019, Pp. 575–585.
Gong,t., Wang, c., ‘The effects of a psychological brand contract breach on customers’ dysfunctional behavior toward a brand’, Journal of Service Theory and Practice, 31 (4),2021, Pp. 607-637
Cammarota,A., Marino, V., D’Arco,M., Resciniti,R., ‘Boycotting the activist brand: Unveiling the power of consumer-brand disalignment and political consumerism’, AIDEA Conference 5-6 Oct.2023
Zralek, j., ‘Consumer Boycotts in the Time of War Crisis: An Efficient Citizenship Strategy or a Temporary Spurt of Solidarity’, Journal of Vincentian Social Action, 6 (2),2022, Pp.70-87.
McCullough, M.E., Worthington, E.L. Jr and Rachal, K.C. , ‘Interpersonal forgiving in close relationships’, Journal of Personality and Social Psychology, 73 (2),1997,Pp. 321-336.
Baskin, T.W. and Enright, R.D., ‘Intervention studies on forgiveness: a meta-analysis’, Journal of Counselling and Development, 82 (1),2004, Pp. 79-90.
Xie, Y. and Peng, S., ‘How to repair customer trust after negative publicity: the roles of competence, integrity, benevolence, and forgiveness’, Psychology and Marketing, 26, 2009,Pp. 572-589.
Wade, N., Johnson, C. and Meyer, J., ‘Understanding concerns about interventions to promote forgiveness: a review of the literature’, Psychotherapy: Theory, Research, Practice, Training, Vol. 45 No.1,2008, p. 88.
Hassey, R.V. , ‘How brand personality and failure-type shape consumer forgiveness’, Journal of Product and BrandManagement,28(2),2019,Pp.300-315.
Hur, J. and Jang, S., “Is consumer forgiveness possible? Examining rumination and distraction in hotel service failures”,” International Journal of Contemporary Hospitality Management, 31(4),2019, pp. 1567–1587.
Bath, J.K. and Bawa, A.,“Seeking consumer forgiveness: face management by frontline employees”,” Journal of Marketing Theory and Practice, 28(4),2020, pp. 387–402.
Tsarenko, Y., Strizhakova, Y. and Otnes, C.C.,“Reclaiming the future: understanding customer forgiveness of service transgressions”,” Journal of Service Research, 22(2),2019, pp. 139–155.
Amani, D.,“Circumventing customers’ switching behaviour in telecommunication industry in Tanzania: Insight from Sternberg’s triangular theory of love”,” Cogent Social Sciences, 8(1),2022,. pp 12-25.
Fetscherin, M. and Sampedro, A. Op, Cit.(2019a), 633–652
Fetscherin, M., “The five types of brand hate: how they affect consumer behaviour”,” Journal of Business Research, 101, (2019b), pp. 116–127.
Tsarenko, Y., Strizhakova, Y. and Otnes, C.C.,“Reclaiming the future: understanding customer forgiveness of service transgressions”,” Journal of Service Research, 22(2),2019, pp. 139–155.
Zourrig, H. et al., “Exploring cultural differences in customer forgiveness behavior”,” Journal of Service Management, 20, 2009,pp. 404–419.
Shin, H., Casidy, R. and Mattila, A.S., “Service recovery, justice perception, and forgiveness: the ‘other customers’ perspectives”,” Services Marketing Quarterly, 39,2018, pp. 1–21.
Finsterwalder, J., Yee, T. and Tombs, A.,“Would you forgive Kristen Stewart or Tiger Woods or maybe Lance Armstrong? Exploring consumers’ forgiveness of celebrities’ transgressions”,” Journal of Marketing Management, 33,2019, pp. 1204–1229.
Shin, H., Casidy, R. and Mattila, A.S., “Service recovery, justice perception, and forgiveness: the ‘other customers’ perspectives”,” Services Marketing Quarterly, 39, 2018,pp. 1–21.
Tsarenko, Y. and Tojib, D.,“Consumers’ forgiveness after brand transgression: the effect of the firm’s corporate social responsibility and response”,” Journal of Marketing Management, 31,2015, pp. 1851–1877.
Harrison-Walker, L.J. ,“The critical role of customer forgiveness in successful service recovery”,” Journal of Business Research, 95, 2019, pp. 376–391.
Zourrig, H., Chebat, J.C. and Toffoli, R.,“Consumer revenge behaviour: a cross-cultural perspective”,” Journal of Business Research, 62(10),2009, pp. 995–1001.
Sternberg, R.J., “A duplex theory of hate: development and application to terrorism, massacres, and genocide”, Review of General Psychology, 7 )3(,2023, pp. 299–328
Jones, T. et al., “Service customer commitment and response”,” Journal of Services Marketing, 24,2010, pp. 16–28.
Kucuk, S.U., “Consumer brand hate: steam rolling whatever I see”, Psychology and Marketing, 36 )5(, (2019a), Pp. 431-443.
Wang, C. et al.,“Testing the association of positive and negative extended contact with intergroup contact intentions in China: the mediating role of intergroup anger, empathy, and happiness”,” Journal of Applied Social Psychology, 52(5),2022, pp. 305–315.
Steimer, T. “The biology of fear-and anxiety-related behaviours”,” Dialogues in Clinical Neuroscience, 4(3),2022, pp. 231–249.
Fischer, A. and Giner-Sorolla, R., “Contempt: derogating others while keeping calm”, Emotion Review, 8 )4(,2016,pp. 346-357
Kucuk, S.U. Brand Hate Navigating Consumer Negativity in the Digital World. Palgrave Macmillan, Cham.2019b.
Babin, B.J., Zhuang, W. and Borges, A., “Managing service recovery experience: Effects of the forgiveness for older consumers,” Journal of retailing and consumer services, 58(102222),2021 p. 102222. Available at: https://doi.org/10.1016/j.jretconser.2020.102222.
Fetscherin, M. and Sampedro, A., Op, Cit,.(2019a), Pp. 633–652.
Ali, S., Attiq, S. and Talib, N., “Antecedents of brand hate: mediating role of customer dissatisfaction and moderating role of narcissism”,” Pakistan Journal of Commerce and Social Sciences (PJCSS), 4(3),2020, pp. 603–628.
Valenzuela, C. et al., “Consumer brand hate: the role of ambivalence”,” The International Review of Retail Distribution and Consumer Research, 32,2022, pp. 100–125.
Joireman, J., Grégoire, Y. and Tripp, T.M.,“Customer forgiveness following service failures,” Current opinion in psychology, 10, 2016,pp. 76–82.
Sinha, J. and Lu, F. “I” value justice, but “we” value relationships: self-construal effects on post-transgression consumer forgiveness,’” Journal of Consumer Psychology, 26(2),2016, pp. 265–274.
Kim, Y. et al. “Factors influencing consumer forgiveness: a systematic literature review and directions for future research,” Journal of Service Theory and Practice, 33(5),2023, pp. 601–628.
Fang, Z., Jiang, M., Yang, Y. and Li, W., “A study on the impact of the crisis aroused by harms resulting from products on the brand equity”, Management World, 12, 2010, Pp.105-118.
Adbel-hamid, M., ‘Al-bahth Al-elmi fi elderasat al-elamiya’, 2nd edition, (Cairo: Alam Alkotob),2022,P.159.
Christodoulides, G., Gerrath, M. and Siamagka, N. “Don’t be rude! The effect of content moderation on consumer-brand forgiveness,” Psychology and Marketing, 38(10),2021, pp. 1686–1699.
Dubuisson-Quellier, S., “Résister à la consommation de masse”, Dans: S Dubuisson-Quellier, La Consommation Engage, Presses de Sciences Po, Paris, 2018., pp. 77-105
Dobele, A., ‘Brand Response to Consumer Backlash in Social Media: A Typology’, 4-6 Dec2017, ANZMAC Conference- Marketing for Impact, RMIT University, Melbourne, Australia. Available at: https://shorturl.at/d9vcL.
Kumar, J. and Kumar, V. , “Drivers of brand community engagement”, Journal of Retailing and Consumer Services, Vol. 54.2020.
علاء الدين, نرمين. (2025). تأثير حملات المقاطعة على معدلات إعادة الشراء في ضوء مسامحة العلامة التجارية - دراسة تطبيقية على عينة من الجمهور المصري. مجلة البحوث الإعلامية, 74(1), 145-232. doi: 10.21608/jsb.2025.352301.1873
MLA
نرمين علاء الدين. "تأثير حملات المقاطعة على معدلات إعادة الشراء في ضوء مسامحة العلامة التجارية - دراسة تطبيقية على عينة من الجمهور المصري", مجلة البحوث الإعلامية, 74, 1, 2025, 145-232. doi: 10.21608/jsb.2025.352301.1873
HARVARD
علاء الدين, نرمين. (2025). 'تأثير حملات المقاطعة على معدلات إعادة الشراء في ضوء مسامحة العلامة التجارية - دراسة تطبيقية على عينة من الجمهور المصري', مجلة البحوث الإعلامية, 74(1), pp. 145-232. doi: 10.21608/jsb.2025.352301.1873
VANCOUVER
علاء الدين, نرمين. تأثير حملات المقاطعة على معدلات إعادة الشراء في ضوء مسامحة العلامة التجارية - دراسة تطبيقية على عينة من الجمهور المصري. مجلة البحوث الإعلامية, 2025; 74(1): 145-232. doi: 10.21608/jsb.2025.352301.1873
)
مشاهدة على SCiNiTO