 Effective messaging strategies to increase brand love for sociopolitical activist brandsFayez Ahmad, Francisco Guzmán and Blair Kidwell Journal of Business Research, 2022, vol. 151, issue C, 609-622 Abstract: As brands increasingly engage in activism, it is critical they communicate messages that their target audiences perceive as authentic to reinforce their consumer-brand relationships. This study investigates the effect of type of commitment (financial, non-financial, or rhetorical) and message framing (hope or frustration) on perceived brand authenticity and brand love. It additionally explores how these relationships vary depending on a brand’s level of equity. Through one exploratory and five experimental studies the most effective type of messaging for high and low equity brands is identified. Whereas high equity brands should communicate a financial commitment to gain authenticity and love, low equity brands should emphasize a non-financial commitment. In general, brands must convey hope rather than frustration in their messages. However, brands should convey frustration when communicating a rhetorical commitment to a cause. This study contributes to the brand activism and brand equity literature and provides specific marketing strategy recommendations. Keywords: Brand activism; Brand authenticity; Brand love; Brand equity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:151:y:2022:i:c:p:609-622 DOI: 10.1016/j.jbusres.2022.07.031 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.