Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion

Tjandra, Nathalia ; Cheung, Millissa; Backhaus, Christof; Lee, Zoe

Abstract

This study is based on Vredenburg et al. (2020)’s typology of brand activism to propose that authentic brand activism can be directly and indirectly explain for consumer’s responses through emotional brand attachment and brand passion. Moreover, empathetic concern and consumer involvement in socio-political issues are proposed as moderators which each interacts with authentic brand activism on emotional brand attachment and brand passion, in turn explain for consumer’s level of brand advocacy, purchase intentions, and corporate reputation.

Citation

Tjandra, N., Cheung, M., Backhaus, C., & Lee, Z. (2024, April). Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion. Paper presented at 17th Global Brand Conference, Edinburgh

• Presentation Conference Type: Conference Paper (unpublished)
• Conference Name: 17th Global Brand Conference
• Start Date: Apr 22, 2024
• End Date: Apr 24, 2024
• Acceptance Date: Dec 18, 2023
• Deposit Date: Mar 6, 2024
• Peer Reviewed: Peer Reviewed
• Public URL: http://researchrepository.napier.ac.uk/Output/3533477
• External URL: https://www.napier.ac.uk/about-us/our-schools/the-business-school/global-brand-conference