Actions speak louder than words: Brand activism effort effect on brand outcomes

Abstract

ABSTRACT Brands typically engage in brand activism to align their values with those of their targeted consumers and employees. Some brands make more effort when taking these stands. This research analyzes such brand activism efforts, aiming to answer two questions: (1) Does high brand activism effort enhance brand-level outcomes and sharing intentions? (2) If so, why does this increase occur? This research addresses these questions through three studies. Study One uses a historical Twitter dataset in the context of the Black Lives Matter protests. Study Two employs an experimental survey design in the context of climate change, where a brand commits financial resources. Lastly, Study Three focuses on LGBT equality, where a brand implements a policy change. The results of these studies show that high-effort brand activism increases brand-level outcomes, and this relationship is mediated by perceived authenticity and pride. The implications of these findings are discussed.