Bolstering the moderating role of consumer perception on brand activism and consumer loyalty

Adenola Adebisi Temitope (), Onayemi Oluwakemi Oluwafunmilayo (), Aremu Fisayo Joseph () and Aikomo Oluwseun Olumide ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 1, 407-420

Abstract: In recent years, marketing has shifted as companies increasingly take clear ideological and social stances to establish authenticity and champion causes resonating with their customer base particularly in the global market. This change driven by evolving consumer culture in the Western world reflects consumers' growing expectation for companies to engage actively with social issues. However, this phenomenon of activist brands remains underexplored in Africa especially in Nigeria. Limited literature examines this within the Nigerian context where assumptions suggest that the average Nigerian consumer is indifferent to a brand's activities. This research investigated the influence of brand activism on customer loyalty and the mediating role of perception in this relationship. This study illustrates how brand activism can enhance a brand's positive image and how consumer perceptions of this image can bolster loyalty using the framing and theory of pollution and purity. The research employs a descriptive design and quantitative survey methodology. The results reveal that cause-related marketing significantly predicts repurchase intention. Conversely, corporate philanthropy shows no significant effect on customer advocacy. Additionally, the findings demonstrate a significant indirect effect of brand activism on consumer loyalty mediated by customer perception. This study demonstrates that brand activism positively impacts customer loyalty, supported by perceptual factors observed in Eat'n'Go's Domino's Pizza in Lagos. It is recommended that Domino's Pizza in Lagos, Nigeria consider implementing brand activism to enhance customer repurchase intentions. Future research should expand to other industry sectors and include multiple case studies to enrich the understanding of this evolving branding phenomenon.

Keywords: Brand activism; Customer loyalty; Customer perception. (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.ijirss.com/index.php/ijirss/article/view/4173/600 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:1:p:407-420:id:4173

Access Statistics for this article

International Journal of Innovative Research and Scientific Studies is currently edited by Natalie Jean

More articles in International Journal of Innovative Research and Scientific Studies from Innovative Research Publishing
Bibliographic data for series maintained by Natalie Jean ().