Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: the case of Nike’s Colin Kaepernick campaign

Abstract

This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ attitudinal and behavioural responses toward Nike’s 30th Anniversary ad campaign featuring Colin Kaepernick. Specifically, a survey (N = 345) was conducted to examine how consumers’ cognitive and affective involvement regarding the issue of NFL national anthem protests, their brand attachment, and brand attitude guide their attitudes and word-of-mouth intentions in response to Nike’s corporate social advocacy practices. The findings of this study suggested that consumers’ support for a company’s CSA efforts could depend on their involvement in the social issue that a brand chose as well as their involvement in the brand. Moreover, the interaction of issue involvement and brand attachment factors can serve as a segmentation strategy to cement brand loyalty and strengthen the relationship with the existing stakeholders whose issue attitude was congruent with the corporation’s stances. Implications for theory and practice are discussed.