What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness
Guided by existing brand-activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-on-one, in-depth interviews, this study delineates the conceptual differences between brand activism and...
| Main Authors: | , , , , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2024
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/179514 |
| _version_ | 1826110916252401664 |
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| author | Lou, Chen Goh, Eunice Yee Si Chang, Dianna Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan |
| author2 | Wee Kim Wee School of Communication and Information |
| author_facet | Wee Kim Wee School of Communication and Information Lou, Chen Goh, Eunice Yee Si Chang, Dianna Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan |
| author_sort | Lou, Chen |
| collection | NTU |
| description | Guided by existing brand-activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-on-one, in-depth interviews, this study delineates the conceptual differences between brand activism and corporate social responsibility (CSR), proposes a new conceptualization of brand activism, and explicates consumers’ responses to brand activism acts. We propose a new conceptualization of brand activism, defined as values-based, controversial, focused on external communications, and driven by public interest. We also unpack factors that potentially shape consumers’ perceptions of authenticity in brand activism activities—measurable action, brand-cause fit, and consistency. Furthermore, we explore consumers’ responses to brand-activism acts and show that consumers generally rate these actions favorably. The study offers a comprehensive conceptualization of brand activism that is empirically substantiated and explicates factors shaping its perceived authenticity and consumer reactions. These findings advance current literature on brand activism and CSR. |
| first_indexed | 2024-10-01T02:42:21Z |
| format | Journal Article |
| id | ntu-10356/179514 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T02:42:21Z |
| publishDate | 2024 |
| record_format | dspace |
| spelling | ntu-10356/1795142024-08-06T06:25:01Z What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness Lou, Chen Goh, Eunice Yee Si Chang, Dianna Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan Wee Kim Wee School of Communication and Information Business and Management Brand activism Consumer responses Guided by existing brand-activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-on-one, in-depth interviews, this study delineates the conceptual differences between brand activism and corporate social responsibility (CSR), proposes a new conceptualization of brand activism, and explicates consumers’ responses to brand activism acts. We propose a new conceptualization of brand activism, defined as values-based, controversial, focused on external communications, and driven by public interest. We also unpack factors that potentially shape consumers’ perceptions of authenticity in brand activism activities—measurable action, brand-cause fit, and consistency. Furthermore, we explore consumers’ responses to brand-activism acts and show that consumers generally rate these actions favorably. The study offers a comprehensive conceptualization of brand activism that is empirically substantiated and explicates factors shaping its perceived authenticity and consumer reactions. These findings advance current literature on brand activism and CSR. Ministry of Education (MOE) Nanyang Technological University This work was supported by a STAR fund in the Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore, and a Thematic Tier 1grant (RT15/21) from the Ministry of Education, Singapore. 2024-08-06T06:25:01Z 2024-08-06T06:25:01Z 2024 Journal Article Lou, C., Goh, E. Y. S., Chang, D., Tan, H. L., Yap, X. Y. & Zhang, X. (2024). What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness. Journal of Interactive Advertising, 2346889-. https://dx.doi.org/10.1080/15252019.2024.2346889 1525-2019 https://hdl.handle.net/10356/179514 10.1080/15252019.2024.2346889 2-s2.0-85194747308 2346889 en RT15/21 STAR Journal of Interactive Advertising © 2024 American Academy of Advertising. All rights reserved. |
| spellingShingle | Business and Management Brand activism Consumer responses Lou, Chen Goh, Eunice Yee Si Chang, Dianna Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness |
| title | What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness |
| title_full | What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness |
| title_fullStr | What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness |
| title_full_unstemmed | What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness |
| title_short | What is brand activism? Explicating consumers' perceptions of its characteristics, authenticity, and effectiveness |
| title_sort | what is brand activism explicating consumers perceptions of its characteristics authenticity and effectiveness |
| topic | Business and Management Brand activism Consumer responses |
| url | https://hdl.handle.net/10356/179514 |
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