Deconstructing "wokewashing”: the role of brand legitimacy and temporal distance in brand activism

Déconstruire le "wokewashing": le rôle de la légitimité de la marque et de la distance temporelle 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
Aurélie Hemonnet-Goujot: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: The current political landscape is in turmoil and brands are joining the narrative. The wave of brands displaying their stands toward sociopolitical issues is growing. To achieve their objectives, brands are turning to brand activism as a strategy. It is a signal of the brand's engagement and alignment with a chosen sociopolitical cause. Hence, they are using their sociopolitical positioning to differentiate themselves from market competitors. Consequently, brands aim at attracting consumers who are aligned with the same sociopolitical cause, brands seek to convey legitimacy alongside their activism efforts. The current research is an experimental study (N=450) of varying degrees of brand legitimacy and temporal distance. Our results highlight the pivotal role played by perceived brand legitimacy in the brand activism context. We show that high perceived brand legitimacy associated with high temporal distance has a positive effect on customers' relationship with the brand. This relationship is however altered in the context of low temporal distance associated with perceived brand opportunism.

Keywords: Brand Activism; Brand Legitimacy; Psychological Distance; Consumer-Brand Engagement.; Brand Activism Brand Legitimacy Psychological Distance Consumer-Brand Engagement; Consumer-Brand Engagement (search for similar items in EconPapers)
Date: 2023-05-10
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Published in 39ÈME CONGRES INTERNATIONAL DE L’ASSOCIATION FRANÇAISE DU MARKETING, Association Française du Marketing (AFM), May 2023, Vannes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04160965

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