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

Cheung, Millissa

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

Cheung, M. (in press). Navigating Authenticity: A Study on Brand Activism’s Influence on Consumer Responses and Role of Emotional Brand Attachment and Brand Passion.

• Conference Name: 17th Global Brand Conference
• Conference Location: Edinburgh
• Start Date: Apr 22, 2024
• End Date: Mar 24, 2024
• Acceptance Date: Dec 18, 2023
• Deposit Date: Mar 6, 2024
• Public URL: http://researchrepository.napier.ac.uk/Output/3533477