The Effect of Perception of Country of Origin and Religious Animosity of Consumer on Brand Boycott

Abstract
Boycott movements are often one of the most effective anticonsumption tactics used against companies that engage in practices deemed unethical or unjustified. In a constantly changing and increasingly globalised world, religions still play a significant role in influencing consumer behavior. Regarding the activities of Saudi Arabia in the context of the instability of the Middle East region, relations with Israel, and conflict in relations with Iran; the purpose of this paper is to create a conceptual model that explores the link between perception of the country of origin, religious beliefs and consumers’ boycotts towards particular products of Saudi Arabia by RANI brand. The statistical population of the study includes students interested in Continuous consumption of products with rany brand at Shahid Bahonar University of Kerman which 290 persons of them were selected by available sampling. Data collection tool is questionnaire and analysis method of data is based on structural equations modeling technique by using Lisrel software. The results showed that perception of the country of origin on the religious animosity of the customers and religious animosity has a significant effect on participation in the boycott campaign and product judgment.At the end, there is evidence of a relationship between participation in boycott campaign with brand boycott, Despite the lack of observance of the relationship between product judgment with brand boycott.