Where does brand activism authenticity stand in a divisive marketplace? New challenges and future research directions

Zhao, Lin; Yim, Alexis; Cui, Annie Peng

doi:10.1080/10696679.2024.2336507

Journal of Marketing Theory and Practice

2024

DOI: 10.1080/10696679.2024.2336507

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Where does brand activism authenticity stand in a divisive marketplace? New challenges and future research directions

Lin Zhao,

Alexis Yim,

Annie Peng Cui

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2024

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Cited by 1 publication

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Brand activism in a polarizing world: the roles of cause controversy and consumption goal

Zhao,

Cui,

2024

JPBM

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Purpose This paper aims to investigate the influence of consumer–brand values deviation on consumer reactions transactionally (i.e. purchase intention) and relationally (i.e. brand loyalty) and uncover two important boundary conditions, namely, cause controversy and consumption goal. Design/methodology/approach This paper uses online surveys to test the interactions between consumer-brand values deviation and cause controversy and consumption goal, which subsequently impacts consumer–brand identification. Findings Consumer–brand values deviation negatively affects consumers’ purchase intention and brand loyalty, and consumer–brand identification plays a mediating role in this focal detrimental influence. More importantly, when consumer–brand values deviation concerns highly controversial causes or when consumers’ consumption goal is hedonic (vs utilitarian), the impact of consumer–brand values deviation on consumer–brand identification is strengthened. Research limitations/implications The study reveals that brand activism tends to be riskier under certain circumstances by uncovering the boundary effects of cause controversy and consumption goal. Practical implications Brands can more effectively engage in brand activism when they consider the controversy level of the cause on which they take a stance and the consumption goal of target consumers. Brand activism that concerns highly controversial issues or triggers a hedonic consumption goal can be extra risky due to its amplified impact on consumer–brand identification. Originality/value This paper introduces two boundary conditions when studying the downstream effects of brand activism and highlight the double-sidedness of brand activism.

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Brand activism in a polarizing world: the roles of cause controversy and consumption goal

Zhao,

Cui,

2024

JPBM

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Where does brand activism authenticity stand in a divisive marketplace? New challenges and future research directions

Cited by 1 publication

References 39 publications

Brand activism in a polarizing world: the roles of cause controversy and consumption goal

Brand activism in a polarizing world: the roles of cause controversy and consumption goal

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