Article
Business
Abas Mirzaei, Dean C. Wilkie, Helen Siuki
Summary: The increasing popularity of woke brand activism presents brands with new opportunities to showcase their social responsibility, but also carries risks of consumer backlash. This study explores six dimensions of woke activism authenticity and proposes the woke activism authenticity framework. By examining different factors, the study offers managerial recommendations for enhancing woke authenticity.
JOURNAL OF BUSINESS RESEARCH
(2022)
Article
Business
Fayez Ahmad, Francisco Guzman, Blair Kidwell
Summary: As brands engage in activism, it is important to communicate authentic messages to strengthen consumer-brand relationships. This study explores the impact of different types of commitment and message framing on brand authenticity and brand love. It also considers the role of brand equity in these relationships.
JOURNAL OF BUSINESS RESEARCH
(2022)
Article
Business
Steven Chen
Summary: This study proposes a multi-dimensional framework for brands to defend against consumer activists. The framework includes proactive and reactive strategies, suggesting that brands can prevent negative interactions with activists by engaging with them proactively and arriving at a solution before problems occur.
JOURNAL OF BRAND MANAGEMENT
(2023)
Article
Business
Richard L. Flight, Kesha Coker
Summary: In today's world, consumer political ideologies may determine consumer-brand relationships. This study explores alternative political ideologies for market segmentation and brand attachment analysis. Findings reveal three clusters of consumers - conservative-libertarian, liberal-authoritarian, and moderates, with significant differences in brand attachment.
JOURNAL OF PRODUCT AND BRAND MANAGEMENT
(2022)
Article
Psychology, Multidisciplinary
Asif Ali Safeer, Yewang Zhou, Muhammad Abrar, Fang Luo
Summary: This study examined the impact of consumer perceptions of brand localness and globalness on brand attitude and consumer behavioral intentions in China and Pakistan. The findings showed that brand attitude had a significant influence on consumer behavioral intentions in both markets, with consumer ethnocentrism and brand familiarity playing moderating roles.
FRONTIERS IN PSYCHOLOGY
(2022)
Article
Business
Martin Haupt, Stefanie Wannow, Linda Marquardt, Jana Shanice Graubner, Alexander Haas
Summary: This study examines the effects of consumer-brand agreement and disagreement on consumer responses to brand activism. The results show that brand activism has no direct impact when consumers agree with the brand's stance, while consumer-brand identification and conservative ideology buffer the negative effects of disagreement. Furthermore, perceived marginalization by the brand mediates the effects of brand activism.
JOURNAL OF PRODUCT AND BRAND MANAGEMENT
(2023)
Article
Green & Sustainable Science & Technology
Sergio Rivaroli, Roberta Spadoni, Ilenia Bregoli
Summary: This study aims to assess the impact of consumers' evaluations of brand reputation, competence, credibility, and benevolence on brand trust and loyalty. The results show that consumers' perceptions of brand performance contribute to their perceived levels of brand trust, which subsequently affects brand loyalty. This research confirms the importance of aligning organizational values, business practices, and marketing strategies for effective authentic brand activism.
Article
Hospitality, Leisure, Sport & Tourism
Barbara Apaalabono Atanga, Xunyue Xue, Anna S. Mattila
Summary: This research examines the impact of corporate sociopolitical activism on consumer responses, particularly focusing on the effects of perceived issue novelty and perceived issue controversy on brand attitude. The findings indicate that novelty cues have a negative impact on brand attitude when consumers disagree with the company's stance on the issue, and high controversy issues lead to less favorable brand attitudes. Furthermore, the perceived sincerity of the company's motive to engage in CSA mediates the relationship between perceived issue controversy and brand attitude.
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT
(2022)
Editorial Material
Business
Peeter W. J. Verlegh
Summary: Consumers, employees, and society in general expect brands to take a stand on societal issues, known as brand activism. This paper explores recent academic research on brand activism to guide brand managers and marketers. It defines the concept, discusses its impact on various stakeholders, and introduces the Aligned Activism Model for marketers to engage in brand activism effectively. The paper also suggests future research directions for academics.
INTERNATIONAL JOURNAL OF ADVERTISING
(2023)
Article
Psychology, Multidisciplinary
Kai He, Junyun Liao, Fengyan Li, Hongguang Sun
Summary: This paper examines the manifestation, categories, motivational drivers, and consequences of consumers' participation in multiple competing brand communities. The results indicate that consumers engage in various behaviors in these communities, which can be classified into information-oriented, social-oriented, and oppositional categories. The attractiveness of other competing brands motivates consumers to participate, and consumers' product knowledge is positively associated with their engagement. The number of competing brand community engagements is also positively related to brand switching intention.
FRONTIERS IN PSYCHOLOGY
(2023)
Article
Business
Stefanie Wannow, Martin Haupt, Martin Ohlwein
Summary: This paper contributes to the understanding of brand activism by investigating moral emotions as mediating factors and consumer-brand identification as a moderator that shape consumer reactions to brand activism. The experiments show that activist messages elicit moral emotions and that consumer agreement with the brand's stance moderates the effect on brand attitude. It is also found that brand activism may motivate opponents to advocate their own contrary views.
JOURNAL OF BRAND MANAGEMENT
(2023)
Article
Green & Sustainable Science & Technology
Shuchi Gupta, Nishad Nawaz, Abhishek Tripathi, Saqib Muneer, Naveed Ahmad
Summary: This study examines the relationship between a bank's CSR communication through social media and consumer loyalty and purchase intention, proposing brand admiration as a potential mediator. The survey results confirm direct and indirect links, via brand admiration, between CSR communication on social media and consumer loyalty and purchase intentions.
Article
Business
Jimin Nam, Maya Balakrishnan, Julian De Freitas, Alison Wood Brooks
Summary: Organizations are under increasing pressure to take public stances on sociopolitical issues, and this study reveals that consumers have more positive sentiments and greater purchasing intentions towards firms that react quickly to these issues. However, the benefits of speedy responses are limited when the issue is highly divisive along political lines. The findings provide practical advice for firms on brand activism and communication.
JOURNAL OF CONSUMER PSYCHOLOGY
(2023)
Article
Psychology, Multidisciplinary
Saman Attiq, Abu Bakar Abdul Hamid, Hassan Jalil Shah, Munnawar Naz Khokhar, Amna Shahzad
Summary: This study aims to analyze the impact of self-incongruence on brand dissatisfaction, brand hate, and consumer well-being. The findings reveal that functional and symbolic incongruity predict brand hate and dissatisfaction, which is positively related with brand retaliation. Brand retaliation is negatively related with consumer well-being.
FRONTIERS IN PSYCHOLOGY
(2022)
Article
Psychology, Multidisciplinary
Weijun Bian, Gong Yan
Summary: This study investigates the impact of brand attribute associations on intention to purchase brand extensions, mediated by emotional consumer-brand relationship (ECBR). Results show that brand attribute associations significantly influence the intention to purchase luxury brand extensions. Furthermore, emotional consumer-brand relationship mediates the relationship between brand attribute associations and purchase intention. Additionally, brand commitment moderates the relationship between brand attribute associations, emotional consumer-brand relationship, and intention to purchase brand extensions.
FRONTIERS IN PSYCHOLOGY
(2022)