Abstract
The study aims to analyze the influence of perception among generation Z towards brand activism and to test the influence of the control variables, which are the metropolitan areas on brand loyalty. Structural equation modelling (SEM) and multi-group analysis methods are conducted to test the hypotheses with the survey data of 1133 individuals of generation Z. Research results have shown that (1) Perceived argument quality, (2) Perceived authenticity, (3) Perceived altruistic motives, and (4) Perceived self-interest motives have different levels of impact on brand loyalty among generation Z individuals living in Hanoi, Danang and Ho Chi Minh City. The study reveals significant suggestions for brand managers in implementing brand activism marketing campaigns.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
