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Brand activism refers to the scenario where a brand or individual associated with a brand (e.g., CEO) takes a public stand on an important or a controversial social cause or political agenda. This exploratory study constructed a conceptual model encompassing consumers' perceived social identity, prior familiarity with- and saliency of- social justice issues, general attitude toward social justice issues, and benevolence of brand activism. Study 1 (N = 332) was conducted to validate the measurement reliability and validity; Study 2 (N = 483) tested the proposed conceptual model with a racially and ethnically stratified sample. Results showed that consumer identity were positively related to familiarity with and attitudes toward social justice issues, and perception of brand benevolence. While prior familiarity with social justice issues were positively linked to perceived saliency of social justice issues, saliency of and attitude toward these issues were also positively connected to the brand benevolence perception. By exploring the antecedent factors that explain consumer attitudes toward social justice issues and perception of brand benevolence, the current study has advanced our theoretical and empirical understanding of the cognitive and affective factors that may influence consumer evaluations and hence the marketing outcomes of brand activism advertising.
Please note: Speakers are automatically alphabetized by last name in SCHED. The speaker order here does not necessarily reflect the true authorship order of the presentation.
