The effect of brand activism and perceived political orientation on brands in the era of socio-political consumption

• Autor(a) principal: Como, Fabrizio
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/24209
• topic: Brand activism; Perceived political orientation (PPO); Brand advocacy; Brand attitude; Overall brand equity (OBE); Ativismo de marca; Perceção da orientação política; Defesa da marca; Atitude de marca; Valor global da marca

The present study intends to analyse the effects of brand activism and perceived political orientation (PPO) on brands in the era we’re living in, which is characterized by consumption behaviour that is influenced by socio-political aspects. Focusing on the brand’s perspective, in the current study, the effects of brand activism and PPO were measured in terms of their effects on consumers’ brand advocacy, brand attitude, and overall brand equity (OBE). Additionally, considering the topic under analysis, the present study also evaluates whether these effects are influenced by consumers’ political orientation, and the individuals fit with brands’ PPO (IPPO) was considered. An online questionnaire was distributed and 268 were obtained. Results reveal that all constructs are significantly influenced by brand activism and PPO. Additionally, the influence of IPPO fit was significant, with respondents that have a high IPPO fit having higher levels of brand advocacy, brand attitude and overall brand equity (OBE). Consequently, researchers might adopt these variables and mediator for further studies on the subject. It was proved that brand activism predicts PPO, so this relationship should be explored more extensively. Moreover, brand activism and PPO are good predictors of consumers’ brand advocacy, brand attitude and overall brand equity too, therefore, practitioners must investigate this relationship further, to achieve a more profound level of connection with their audiences.