Degree

Master of Business Administration Executive

Faculty / School

School of Business Studies (SBS)

Year of Award

2025

Advisor/Supervisor

Adnan Ahmed, Visiting Faculty, Department of Marketing

Project Type

MBA Executive Research Project

Access Type

Restricted Access

Keywords

Brand Boycott, Consumer Activism, KFC Pakistan, Social Media

Executive Summary

In an increasingly interconnected world, multinational corporations are vulnerable to brand boycotts triggered by geopolitical, cultural, or ideological events. This study examines the case of KFC Pakistan during the ongoing Israel-Palestine conflict, where consumer activism, amplified by digital platforms, significantly impacted brand perception, sales trajectory, and stakeholder sentiment. Despite being operated by a local franchisee with deep CSR engagement, KFC Pakistan remained exposed to reputational risks due to its association with a U.S.-based parent company.

The research adopts a qualitative methodology grounded in secondary data, proprietary insights, and sentiment analysis to investigate the triggers, dynamics, and outcomes of boycott movements. The study integrates established theoretical models - Situational Crisis Communication Theory (SCCT), Stakeholder Theory, Aaker’s Brand Equity framework, and Al Shebil’s Boycott Response Framework - augmented with generational sensitivity and real-time escalation monitoring. Findings highlight that boycott movements are driven less by factual ownership structures and more by perceptions of political solidarity and moral responsibility, particularly among Gen Z, Millennials, and women consumers.

The project contributes a Boycott Crisis Management Framework tailored for culturally sensitive markets, enabling brands to diagnose crises, assess exposure, and deploy adaptive strategies across action, audience, and escalation layers. Practical recommendations for KFC Pakistan emphasize localization of narrative (“95% Local, 100% Pakistani”), integrated marketing communication, and community-centered advocacy to restore consumer trust.

This study not only addresses the immediate challenge for KFC Pakistan but also offers a scalable model for multinational brands navigating reputational risks in volatile socio-political environments.

Pages

xii, 85

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