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Examining the relationship between brand activism and Brand loyalty
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Ativismo de marca é uma estratégia de marketing emergente na qual as marcas tomam uma posição pública sobre questões sociopolíticas. Apesar da sua crescente importância, poucos estudos testaram empiricamente a ligação entre ativismo de marca e as respostas dos consumidores, especialmente a lealdade à marca. Para colmatar essa lacuna, este estudo examina a relação entre ativismo de marca e lealdade dos consumidores, o efeito mediador da autenticidade percebida e do brand attachment, e a influência moderadora da ideologia política dos consumidores. Um desenho experimental entre sujeitos foi aplicado, através de um inquérito online que recolheu 221 respostas de consumidores portugueses adultos. Os participantes foram atribuídos aleatoriamente para a condição experimental ou a de controlo, nas quais lhes foram apresentados diferentes estímulos para detetar a influência de ativismo de marca. Os resultados revelam que, apesar de não se verificar o efeito direto, o impacto de ativismo de marca na lealdade dos consumidores é totalmente mediado, em série, pela autenticidade percebida e pelo brand attachment. No entanto, a ideologia política dos consumidores não modera a relação entre as variáveis independente e dependente. Em termos gerais, a investigação oferece informações valiosas, contribuindo com um modelo de mediação em série que sublinha o papel fundamental da autenticidade percebida como um antecedente para construir ligação à marca e impulsionar a lealdade dos consumidores no contexto de ativismo de marca.
Brand activism is an emerging marketing strategy that involves brands taking a public stand on sociopolitical issues. Despite its growing prevalence, few studies have empirically tested the connection between brand activism and consumer responses, especially brand loyalty. To address that gap, this study examines the relationship between brand activism and brand loyalty, the mediating effect of perceived authenticity and brand attachment, and the moderating influence of consumers’ political ideology. A between-subjects experimental design was employed, targeting Portuguese adult consumers, via an online survey that collected 221 responses. Participants were randomly assigned to either the experimental or control condition, where they were presented with different stimuli to assess the influence of brand activism. The findings reveal that, despite the direct effect not being verified, the impact of brand activism on brand loyalty is fully mediated, in a serial manner, by perceived authenticity and brand attachment. However, consumers’ political ideology does not moderate the relationship between the independent and dependent variables. Overall, the research offers valuable insights, contributing with a serial mediation model that emphasizes perceived authenticity’s key role as an antecedent to build attachment and foster loyalty in the context of brand activism.
Brand activism is an emerging marketing strategy that involves brands taking a public stand on sociopolitical issues. Despite its growing prevalence, few studies have empirically tested the connection between brand activism and consumer responses, especially brand loyalty. To address that gap, this study examines the relationship between brand activism and brand loyalty, the mediating effect of perceived authenticity and brand attachment, and the moderating influence of consumers’ political ideology. A between-subjects experimental design was employed, targeting Portuguese adult consumers, via an online survey that collected 221 responses. Participants were randomly assigned to either the experimental or control condition, where they were presented with different stimuli to assess the influence of brand activism. The findings reveal that, despite the direct effect not being verified, the impact of brand activism on brand loyalty is fully mediated, in a serial manner, by perceived authenticity and brand attachment. However, consumers’ political ideology does not moderate the relationship between the independent and dependent variables. Overall, the research offers valuable insights, contributing with a serial mediation model that emphasizes perceived authenticity’s key role as an antecedent to build attachment and foster loyalty in the context of brand activism.
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Brand activism Authenticity Brand attachment Political ideology Brand loyalty Corporate activism tivismo de marca Autenticidade Ligação à marca Lealdade Ativismo corporativo