Why do consumers respond negatively to brand activism campaigns ? An investigation into the perceived corporate motives

Charlotte Lécuyer (), Marine Kergoat () and Christine Lambey-Checchin ()
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Charlotte Lécuyer: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon
Marine Kergoat: UJM - Université Jean Monnet - Saint-Étienne
Christine Lambey-Checchin: CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020]

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Abstract: This research investigates the corporate motives consumers attribute to brand activism campaigns. In two studies, we examine why brand activism adverts generate negative outcomes (which are attitude toward the ad and purchase intentions) through the mediating role of corporate motives. Firstly, a qualitative study shows that consumers associate brand activism with two main corporate motives: moral (altruistic) and instrumental (profit-making) motives. Secondly, a 2 (message type: activism vs. no activism) x 2 (brand: Burger King vs. Audi) between-subjects design, confirms that brand activism adverts lead to lower attitude towards the ad and lower purchase intentions. Brands should be careful when using brand activism messages in their advertising as consumers associate these messages with both profit-making and egoistic motives.

Keywords: “Brand activism”; “motives attribution”; “corporate associations”; “attitude toward the advertising”; “purchase intentions” (search for similar items in EconPapers)
Date: 2023-05-10
Note: View the original document on HAL open archive server: https://hal.science/hal-04744294v1
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Published in 39ème congrès international de l'association française de marketing, May 2023, Vannes (Bretagne, France), France

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