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Cognitive or Affective? A Dual Perspective of Consumer-Brand Relationship in Brand Activism

Cognitif ou affectif? Une double perspective de la relation consommateur-marque dans l'activisme de marque

Samia Moumade (), Aurélie Hemonnet-Goujot () and Pierre Valette-Florence ()
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Samia Moumade: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Aurélie Hemonnet-Goujot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes, UGA INP IAE - Grenoble Institut d'Administration des Entreprises - UGA - Université Grenoble Alpes - Grenoble INP - Institut polytechnique de Grenoble - Grenoble Institute of Technology - UGA - Université Grenoble Alpes

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Abstract: While research dedicated to brand activism (BA) is growing, we still do not know how consumers perceive BA and how it influences their relationships with brands. This exploratory research aims at understanding the perception and reactions of consumers towards BA campaigns through a dual perspective-cognitive and affective. First, it contributes to better delineate the construct of BA from closely related constructs. Second, based on an AOL projective technique on two BA campaigns, this study reveals the potential role of psychological distance in consumer's perception of the brand's efforts in supporting a cause. From an affective viewpoint, brands gain legitimacy through BA, however, consumers could have potential feelings of scepticism towards inconsistent BA campaigns. From a cognitive perspective, this study displays dual incentives (collective and individual) for brands to adopt BA as a strategy, and the likely role of BA as a starting point for political changes.

Keywords: Brand Activism; Consumer-Brand Relationship; Brand Relationship Quality Product and Brand Management (search for similar items in EconPapers)
Date: 2021-05-26
New Economics Papers: this item is included in nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://amu.hal.science/hal-03180194
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Published in EMAC 2021 Annual Conference, May 2021, Madrid, Spain

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