Becoming an activist : what brands should know before taking a stand
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/41412 |
Resumo: | Brand activism has been gaining popularity over the years and has given brands the opportunity to show their concerns over social issues. However, this one is a double-edged sword, since consumers expect brands to take a stand on important matters, but often interpret these stands as mere marketing ploys, because they cannot perceive authenticity in these ones, which puts brands at risk. Thus, the purpose of this study is to understand the impact that perceived brand authenticity (PBA) has on consumers’ attitudes toward the activism message, and if the fit between the brand and cause also influence these attitudes. An online survey was conducted, and 319 responses were obtained. Results revealed that (PBA) influences consumer’s attitudes through symbolism. Yet, it was proven that brand fit also has a significant impact on consumers’ attitudes, with these attitudes being more positive when the fit between the brand and the cause of the activism is higher, compared to when this fit is lower. Moreover, since this study focuses on the brand’s perspective, the effects of consumers’ attitudes were measured based on brand advocacy and overall brand equity (OBE), and it was proven that consumer’s attitudes are a good predictor of these last two. Hance, brands should investigate these relations further, to deeper connect with their audiences. |
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Becoming an activist : what brands should know before taking a standBrand activismPerceived brand authenticity (PBA)Authenticity dimensionsConsumers’ attitudesBrand fitBrand advocacyOverall brand equityAtivismo de marcaAutenticidade percecionada da marcaDimensões da autenticidadeAtitudes dos consumidoresFit da marcaAvogacia da marcaCapital próprio da marcaDomínio/Área Científica::Ciências Sociais::Economia e GestãoBrand activism has been gaining popularity over the years and has given brands the opportunity to show their concerns over social issues. However, this one is a double-edged sword, since consumers expect brands to take a stand on important matters, but often interpret these stands as mere marketing ploys, because they cannot perceive authenticity in these ones, which puts brands at risk. Thus, the purpose of this study is to understand the impact that perceived brand authenticity (PBA) has on consumers’ attitudes toward the activism message, and if the fit between the brand and cause also influence these attitudes. An online survey was conducted, and 319 responses were obtained. Results revealed that (PBA) influences consumer’s attitudes through symbolism. Yet, it was proven that brand fit also has a significant impact on consumers’ attitudes, with these attitudes being more positive when the fit between the brand and the cause of the activism is higher, compared to when this fit is lower. Moreover, since this study focuses on the brand’s perspective, the effects of consumers’ attitudes were measured based on brand advocacy and overall brand equity (OBE), and it was proven that consumer’s attitudes are a good predictor of these last two. Hance, brands should investigate these relations further, to deeper connect with their audiences.O ativismo de marca tem vindo a ganhar popularidade ao longo dos anos, e tem dado oportunidade às marcas de mostrarem as suas preocupações em relação a tópicos sociais. Porém, este é uma espada de duas pontas, uma vez que os consumidores esperam que as marcas tomem posições em assuntos importantes, mas muitas vezes interpretam estas posições como meros esquemas de marketing, pois não conseguem percecionar autenticidade nas mesmas, o que coloca as marcas em risco. Desta forma, o propósito deste estudo é entender o impacto que o (PBA) tem nas atitudes dos consumidores para com o ativismo e a sua mensagem, e se o fit entre a marca e a mensagem também tem influência nestas atitudes. Foi realizado um questionário online, e foram obtidas 319 respostas. Os resultados revelaram que o (PBA) influencia as atitudes dos consumidores, através do simbolismo. Foi provado também que o fit da marca tem um impacto significativo nas atitudes dos consumidores, com estas atitudes a serem mais positivas quando o fit entre a marca e a causa do ativismo é maior, comparativamente quando o fit é menor. Ainda, uma vez que este estudo se foca na perspetiva da marca, os efeitos das atitudes dos consumidores foram medidos com base na avogacia da marca e no valor global da mesma, e foi verificado que as atitudes dos consumidores são um bom preditor destas duas. Posto isto, as marcas devem investigar mais estas relações, de forma a conectarem-se mais profundamente com o seu público.Souto, Daniela Langaro da Silva doVeritati - Repositório Institucional da Universidade Católica PortuguesaPereira, Alicia Januário2023-06-22T10:59:32Z2023-05-102023-032023-05-10T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41412TID:203322266enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:59Zoai:repositorio.ucp.pt:10400.14/41412Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:34:06.426281Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Becoming an activist : what brands should know before taking a stand |
title |
Becoming an activist : what brands should know before taking a stand |
spellingShingle |
Becoming an activist : what brands should know before taking a stand Pereira, Alicia Januário Brand activism Perceived brand authenticity (PBA) Authenticity dimensions Consumers’ attitudes Brand fit Brand advocacy Overall brand equity Ativismo de marca Autenticidade percecionada da marca Dimensões da autenticidade Atitudes dos consumidores Fit da marca Avogacia da marca Capital próprio da marca Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Becoming an activist : what brands should know before taking a stand |
title_full |
Becoming an activist : what brands should know before taking a stand |
title_fullStr |
Becoming an activist : what brands should know before taking a stand |
title_full_unstemmed |
Becoming an activist : what brands should know before taking a stand |
title_sort |
Becoming an activist : what brands should know before taking a stand |
author |
Pereira, Alicia Januário |
author_facet |
Pereira, Alicia Januário |
author_role |
author |
dc.contributor.none.fl_str_mv |
Souto, Daniela Langaro da Silva do Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Pereira, Alicia Januário |
dc.subject.por.fl_str_mv |
Brand activism Perceived brand authenticity (PBA) Authenticity dimensions Consumers’ attitudes Brand fit Brand advocacy Overall brand equity Ativismo de marca Autenticidade percecionada da marca Dimensões da autenticidade Atitudes dos consumidores Fit da marca Avogacia da marca Capital próprio da marca Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand activism Perceived brand authenticity (PBA) Authenticity dimensions Consumers’ attitudes Brand fit Brand advocacy Overall brand equity Ativismo de marca Autenticidade percecionada da marca Dimensões da autenticidade Atitudes dos consumidores Fit da marca Avogacia da marca Capital próprio da marca Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Brand activism has been gaining popularity over the years and has given brands the opportunity to show their concerns over social issues. However, this one is a double-edged sword, since consumers expect brands to take a stand on important matters, but often interpret these stands as mere marketing ploys, because they cannot perceive authenticity in these ones, which puts brands at risk. Thus, the purpose of this study is to understand the impact that perceived brand authenticity (PBA) has on consumers’ attitudes toward the activism message, and if the fit between the brand and cause also influence these attitudes. An online survey was conducted, and 319 responses were obtained. Results revealed that (PBA) influences consumer’s attitudes through symbolism. Yet, it was proven that brand fit also has a significant impact on consumers’ attitudes, with these attitudes being more positive when the fit between the brand and the cause of the activism is higher, compared to when this fit is lower. Moreover, since this study focuses on the brand’s perspective, the effects of consumers’ attitudes were measured based on brand advocacy and overall brand equity (OBE), and it was proven that consumer’s attitudes are a good predictor of these last two. Hance, brands should investigate these relations further, to deeper connect with their audiences. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-06-22T10:59:32Z 2023-05-10 2023-03 2023-05-10T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/41412 TID:203322266 |
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http://hdl.handle.net/10400.14/41412 |
identifier_str_mv |
TID:203322266 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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