The effects of protests and boycotts on a brand and its reputation: a case study on Woolworths and boycott, divestment and sanctions (BDS)

Abstract

This report, focusing on boycotting, protesting, consumer-brand relationships and brand loyalty, attempts to analyse the effects of protests and boycotts on a brand and its reputation, with a particular focus on the boycott and protests against Woolworths by the Boycott, Divestment and Sanctions (BDS) group. Specifically, I try to understand whether consumers changed their buying intentions and brand loyalty due to boycotts and protests against the Woolworths brand, and whether consumers’ trust, devotion and brand choice changed in regard to the possible tarnishing of the Woolworths brand. Online surveys were conducted with a sample size of 100 respondents, as well as a focus group with six fellow students of Vega School of Branding. The findings are in line with the latest literature emphasising the importance of ethical sourcing and healthy branding, as well as the damage that can be done to a brand as a result of boycotting and protesting. Overall, the results indicate that consumers stayed loyal to the Woolworths brand despite the boycotts and protests, and remained faithful Woolworths customers both throughout and after the boycotts were taking place. The only fault that was found by Woolworths was a slight lack in consumer engagement during the boycott by the BDS against them. The report closes with further implications of the findings, and recommendations and conclusions.