Brand activism : investigating consumers' perceptions of motivations, 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 with 30 interviewees who have experience or knowledge of brand activism, this...
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2022
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sg-ntu-dr.10356-1558642023-03-05T16:01:54Z Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness Goh, Eunice Yee Si Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan Chen Lou Wee Kim Wee School of Communication and Information chenlou@ntu.edu.sg Social sciences::Communication::Audience research Social sciences::Communication::Communication theories and models 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. Bachelor of Communication Studies 2022-03-24T05:44:09Z 2022-03-24T05:44:09Z 2022 Final Year Project (FYP) Goh, E. Y. S., Tan, H. L., Yap, X. Y. & Zhang, X. (2022). Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness. Final Year Project (FYP), Nanyang Technological University, Singapore. https://hdl.handle.net/10356/155864 https://hdl.handle.net/10356/155864 en 21040 application/pdf Nanyang Technological University |
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Social sciences::Communication::Audience research Social sciences::Communication::Communication theories and models Goh, Eunice Yee Si Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness |
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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. |
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Chen Lou |
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Chen Lou Goh, Eunice Yee Si Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan |
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Final Year Project |
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Goh, Eunice Yee Si Tan, Hui Lei Yap, Xin Yi Zhang, Xiaoyan |
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Goh, Eunice Yee Si |
title |
Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness |
title_short |
Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness |
title_full |
Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness |
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Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness |
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Brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness |
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brand activism : investigating consumers' perceptions of motivations, authenticity and effectiveness |
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Nanyang Technological University |
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2022 |
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https://hdl.handle.net/10356/155864 |
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1759852927704367104 |