Abstract
One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established (versus emergent) activist brands when taking a stand.
- Brand activism
- brand purpose
- purpose-driven organizations
- brand reputation
- brand strategy
- controversial issues
- Received February 17, 2023.
- Received (in revised form) June 21, 2023.
- Accepted June 26, 2023.
- Copyright © 2024 ARF. All rights reserved.
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Vol 64 Issue 1
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- CONCEPTUAL BACKGROUND
- STUDY 1: NIKE
- STUDY 2: BEN & JERRY’S
- STUDY 3: BEN & JERRY’S NATIONAL SAMPLE
- GENERAL DISCUSSION
- ABOUT THE AUTHORS
- Appendix A Stimuli
- Appendix B Constructs, Scales, Items, and Reliability Analyses
- Appendix C Potential Confound Results
- Appendix D Brand Activism Codebook
- Appendix E Exemplar Tweets from Ben & Jerry’s
- Appendix F Personal Issue Knowledge Moderation Results
- Appendix G Brand Activism Stage Pretest
- Appendix H Ben & Jerry’s Advertisements
- REFERENCES
- Figures & Data
- Info