Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness

• Main Authors: Goh, Eunice Yee Si, Tan, Hui Lei, Yap, Xin Yi, Zhang, Xiaoyan
• Other Authors: Chen Lou
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2022
• Subjects: Social sciences::Communication::Audience research; Social sciences::Communication::Communication theories and models
• Online Access: https://hdl.handle.net/10356/155864
• Institution: Nanyang Technological University

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 with 30 interviewees who have experience or knowledge of brand activism, this study examines the differences between brand activism and an earlier marketing practice – Corporate Social Responsibility (CSR), proposes new conceptualisations of brand activism, and explicates its efficacy in advertising effectiveness. We propose a new theorisation of brand activism, defined as values-based, controversial, focused on external communications, and driven by public interest. We build on Mirzaei et al.’s (2022) Woke Activism Authenticity Framework (WAAF) by unpacking the factors that shape consumers’ perceptions of authenticity in brand activism activities – measurable action, brand-cause fit, and consistency. Furthermore, this study analyses the advertising effectiveness of brand activism, namely on consumer brand attitudes, (e)WOM intentions, and purchase intentions. We found that brand activism generally leads to positive consumer brand attitudes and increased purchase intentions, but did not increase eWOM intentions. The study offers a comprehensive theorisation of brand activism that is empirically substantiated, and explicates factors shaping its perceived authenticity and advertising effectiveness. These findings advance current literature in brand activism and CSR.