Brand activism in a polarizing world: the roles of cause controversy and consumption goal

Abstract

Purpose

This paper aims to investigate the influence of consumer–brand values deviation on consumer reactions transactionally (i.e. purchase intention) and relationally (i.e. brand loyalty) and uncover two important boundary conditions, namely, cause controversy and consumption goal.

Design/methodology/approach

This paper uses online surveys to test the interactions between consumer-brand values deviation and cause controversy and consumption goal, which subsequently impacts consumer–brand identification.

Findings

Consumer–brand values deviation negatively affects consumers’ purchase intention and brand loyalty, and consumer–brand identification plays a mediating role in this focal detrimental influence. More importantly, when consumer–brand values deviation concerns highly controversial causes or when consumers’ consumption goal is hedonic (vs utilitarian), the impact of consumer–brand values deviation on consumer–brand identification is strengthened.

Research limitations/implications

The study reveals that brand activism tends to be riskier under certain circumstances by uncovering the boundary effects of cause controversy and consumption goal.

Practical implications

Brands can more effectively engage in brand activism when they consider the controversy level of the cause on which they take a stance and the consumption goal of target consumers. Brand activism that concerns highly controversial issues or triggers a hedonic consumption goal can be extra risky due to its amplified impact on consumer–brand identification.

Originality/value

This paper introduces two boundary conditions when studying the downstream effects of brand activism and highlight the double-sidedness of brand activism.

Citation

Zhao, L., Cui, A. and Du, S. (2024), "Brand activism in a polarizing world: the roles of cause controversy and consumption goal", Journal of Product & Brand Management, Vol. 33 No. 8, pp. 1000-1012. https://doi.org/10.1108/JPBM-01-2024-4934