It’s Time to Speak Up! The Influence of Perceived Legitimacy in Activist Brands on Consumer Behavior

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, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université
Pierre Valette-Florence: 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: The current growing number of brands are publicly expressing their positions on sociopolitical issues as part of a strategy known as brand activism. This approach serves as a clear indication of a brand's commitment and alignment with a chosen sociopolitical cause, allowing them to distinguish themselves from competitors in the market. Consequently, brands are leveraging their sociopolitical stance to attract consumers who share similar values, seeking to establish legitimacy while engaging in activism. In this study, we employ a quantitative approach using Structural Equation Modeling (SEM) to explore the underlying mechanisms that govern the impact of perceived brand legitimacy on consumer-brand engagement, purchase intentions, and consumer-based brand equity. Our empirical findings affirm that the perceived legitimacy of a brand indeed has positive effects on the specified variables. Moreover, our research model highlights the moderating influence of three additional factors: psychological distance, consumer-cause fit, and internal locus of control.

Keywords: Psychological Distance; Consumer-Brand Engagement; Internal Locus of Control.; Brand Activism; Brand Legitimacy; Internal Locus of Control (search for similar items in EconPapers)
Date: 2023-02-06
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Published in 2023 AMA Winter Academic Conference, American Marketing Association, Feb 2023, Online, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04313116

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