Becoming an activist

: what brands should know before taking a stand

Abstract

Brand activism has been gaining popularity over the years and has given brands the opportunity to show their concerns over social issues. However, this one is a double-edged sword, since consumers expect brands to take a stand on important matters, but often interpret these stands as mere marketing ploys, because they cannot perceive authenticity in these ones, which puts brands at risk. Thus, the purpose of this study is to understand the impact that perceived brand authenticity (PBA) has on consumers’ attitudes toward the activism message, and if the fit between the brand and cause also influence these attitudes. An online survey was conducted, and 319 responses were obtained. Results revealed that (PBA) influences consumer’s attitudes through symbolism. Yet, it was proven that brand fit also has a significant impact on consumers’ attitudes, with these attitudes being more positive when the fit between the brand and the cause of the activism is higher, compared to when this fit is lower. Moreover, since this study focuses on the brand’s perspective, the effects of consumers’ attitudes were measured based on brand advocacy and overall brand equity (OBE), and it was proven that consumer’s attitudes are a good predictor of these last two. Hance, brands should investigate these relations further, to deeper connect with their audiences.

Date of Award	10 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniela Langaro da Silva do Souto (Supervisor)