What Is Brand Activism? Explicating Consumers’ Perceptions of Its Characteristics, Authenticity, and Effectiveness

Abstract

Guided by existing brand-activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-on-one, in-depth interviews, this study delineates the conceptual differences between brand activism and corporate social responsibility (CSR), proposes a new conceptualization of brand activism, and explicates consumers’ responses to brand activism acts. We propose a new conceptualization of brand activism, defined as values-based, controversial, focused on external communications, and driven by public interest. We also unpack factors that potentially shape consumers’ perceptions of authenticity in brand activism activities—measurable action, brand-cause fit, and consistency. Furthermore, we explore consumers’ responses to brand-activism acts and show that consumers generally rate these actions favorably. The study offers a comprehensive conceptualization of brand activism that is empirically substantiated and explicates factors shaping its perceived authenticity and consumer reactions. These findings advance current literature on brand activism and CSR.

Keywords:

• Authenticity
• brand activism
• consumer responses
• CSR
• woke washing

Disclosure Statement

The funder did not play any role in the entire research process. We have no conflict of interest to disclose.

Ethics Statement

This study has institutional review board approval from the Wee Kim School of Communication and Information at Nanyang Technological University, Singapore.

Additional information

Funding

This work was supported by a STAR fund in the Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore, and a Thematic Tier 1 grant (RT15/21) from the Ministry of Education, Singapore.

Notes on contributors

Chen Lou

Chen Lou (PhD, Michigan State University) is an Associate Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University.

Eunice Yee Si Goh

Eunice Yee Si Goh (BA, Nanyang Technological University) is an Undergraduate, Wee Kim Wee School of Communication and Information, Nanyang Technological University.

Dianna Chang

Dianna Chang (PhD, University of Melbourne) is a Senior Lecturer, Marketing Programme, School of Business, Singapore University of Social Sciences.

Hui Lei Tan

Hui Lei Tan (BA, Nanyang Technological University) is an Undergraduate, Wee Kim Wee School of Communication and Information, Nanyang Technological University.

Xin Yi Yap

Xin Yi Yap (BA, Nanyang Technological University) is an Undergraduate, Wee Kim Wee School of Communication and Information, Nanyang Technological University

Xiaoyan Zhang

Xiaoyan Zhang (BA, Nanyang Technological University) is an Undergraduate, Wee Kim Wee School of Communication and Information, Nanyang Technological University.