Perspectives: a research-based guide for brand activism

Verlegh, Peeter W.J.

doi:10.1080/02650487.2023.2228117

Cited by 11 publications

(1 citation statement)

References 41 publications

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“…For instance, many cause supporting brands have been accused of opportunistically “riding on the back” of social movements (Mirzaei et al. , 2022; Verlegh, 2024). With the expansion of social media as the main arena for consumers’ discussions with and about brands, these issues have become more important than ever: brand content that comes across as inauthentic can quickly turn off consumers and generate viral negative feedback (Campagna et al.…”

Section: Managerial Implicationsmentioning

confidence: 99%

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

Fernandes,

Guzman,

Mota

2024

JPBM

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Purpose Consumers increasingly expect brands to have a social purpose. Yet, guidelines on how to effectively engage in conscientious purpose-driven branding are lacking. This study aims to better understand what the key drivers of a successful conscientious purpose-driven branding strategy are and what is its impact on key brand outcomes. Design/methodology/approach Data was gathered using a self-administered survey, answered by 670 young adults belonging to generations Y and Z. The study integrates in a single moderated-mediation model, tested using partial least squares structural equation modelling, the joint effects of cause–brand–consumer congruences, cause-brand authenticity and brand image, on consumers’ intention to purchase and recommend the brand. Findings Consumer-brand congruence mediates the path from cause-brand congruence and authenticity to brand image, which in turn impacts purchase and recommendation intentions, with authenticity playing a dominant role. Moreover, for consumers highly congruent with the cause/purpose, the direct effect of cause-brand congruence on brand image becomes non-significant and only works through consumer-brand congruence. Originality/value Theoretically, this study contributes to a better understanding of how and when conscientious purpose-driven branding can be effective. Its findings further advance prior research, by providing an alternative path anchored on cause-brand authenticity to explain positive effects of conscientious purpose-driven marketing on brand outcomes. Moreover, it challenges prior assumptions regarding the impact of consumer-cause congruence on the effectiveness of these strategies. Finally, it highlights that cause-consumer and brand-consumer congruencies also play a role, offering an integrated, triadic view of conscientious purpose-driven branding strategies. Managerially, it provides insights to brand managers wishing to successfully implement these strategies and better understand the role of brands as “purpose-driven entities”.

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Section: Managerial Implicationsmentioning

confidence: 99%

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

Fernandes,

Guzman,

Mota

2024

JPBM

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Influencer Activism: Insights for Effective Partnership With Brands and Organizations

D'Arco,

Branca,

Marino

et al. 2024

Psychology and Marketing

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Influencers can effectively promote products and brands but are also leading personalities who might inspire others to support polarizing and/or prosocial issues (e.g., against gender‐based violence, social inequality, and racism). This research analyses the impact of influencer activism on perceived authenticity and prosocial behaviors, focusing on collaborations with brands and nonprofit organizations. Drawing on social influence theory and signaling theory, two key factors are examined: the influencer‐partner congruity, and the influencer‐sociopolitical issue alignment. The research consists of a preliminary study, four experimental studies on behavioral intentions, two experimental studies on proxies of actual behavior, and a content analysis on Instagram comments. The results suggest that congruity and alignment significantly enhance perceived authenticity, which positively impacts attitudes toward the influencer and increases the intention to engage in prosocial behaviors. The article offers further insight into individual engagement in actual prosocial behavior, such as seeking information on an issue, subscribing to newsletters, and signing petitions. The research underscores the importance of selecting congruent influencers, whose values and advocacy efforts are consistent with the brand's or organization's characteristics, and aligned with relevant issues, to enhance perceived authenticity, foster genuine engagement and effectively drive prosocial behaviors through effective partnerships.

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One size does not fit all: Optimizing size-inclusive model photography mitigates fit risk in online fashion retailing

Zhang,

Ikonen,

Eelen

et al. 2024

J. of the Acad. Mark. Sci.

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Despite retailers’ interest in moving away from thin-model photography to embrace body-size diversity, online fashion shopping predominantly features thin models. While concerns about negative consequences for sales impede industry-wide changes, we demonstrate that consumers and retailers benefit from optimally portraying diverse bodies. Three studies unveil the “Dissimilarity-Risk Deterrence Effect,” wherein thin models dissuade consumers with larger clothing sizes from online purchasing due to perceived body-size dissimilarity and heightened fit-risk perception. Eight experiments demonstrate that models of consumers’ own size mitigate the effect, enhancing online purchase decisions, while controlling for mechanisms like positive affect, authenticity and social identification. The effect extends across various clothing items but attenuates when body size matters less to fit evaluation. Moreover, the effect is concealed by retailers’ risk-reducing strategies, such as measurement information and free product return policies. This research underscores the strategic significance of diverse product imaging to improve supply chain efficiency and consumer well-being.

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Perspectives: a research-based guide for brand activism

Cited by 11 publications

References 41 publications

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes

Influencer Activism: Insights for Effective Partnership With Brands and Organizations

One size does not fit all: Optimizing size-inclusive model photography mitigates fit risk in online fashion retailing

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