How Do Consumers Respond to Brand Activism Campaigns? Exploring the Relationship Between Authenticity, Brand Value Congruence, Brand Identification, and Political Ideology

Abstract

This research focused on brand activism campaigns in a global marketing context. It explored how consumers judge a brand’s activism authenticity. An online survey was conducted in Italy. Data were analyzed using a structural equation modeling approach. According to the findings authenticity strengthens the relationships between brand value congruence and consumer-brand identification, and the relationship between consumer-brand identification and intention to support an activist brand, respectively. However, it does not moderate the relationship between consumer political ideology and intention to support an activist brand. These findings suggest considering factors beyond authenticity, particularly consumers’ political ideology when designing brand activism campaigns.