Abstract
Brand activism (BA) becomes important in marketing and advertising to attract consumers’ purchase intentions (PI). This article aims to test the impact of BA on PI, via a mediator of brand image (BI) among Chinese consumers. Through the online survey, 122 Chinese consumers were researched, and with data analysis in SPSS & SmartPLS4.0, it was found that BA has a significant and negative impact on BI and no significant impact on PI. Then, BI has a full mediation impact between brand activism and purchase intention. This article provides insight of brand activism to Chinese consumers’ purchase intention.
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