Brand Activism: Tri-dimensional Brand Legitimacy's Impact on the Consumer-Brand Relationship

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: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Abstract: This study explores how brand legitimacy influences the consumer-brand relationship within the context of brand activism campaigns. Prior research suggests that consumers align with brands that reflect their values and political orientations. Still, gaps remain in understanding how brand legitimacy—encompassing moral, pragmatic, and cognitive dimensions—affects this relationship, under varying levels of controversy. Grounded in congruence theory, the research examines (1) how the multidimensional nature of brand legitimacy impacts consumer evaluations and (2) how factors such as self-congruity, social involvement, and consumer-cause engagement mediate or moderate these effects. Two experiments with 1,200 US-based participants and real brand stimuli focused on brand activism campaigns against social discrimination. Findings reveal that brand legitimacy positively influences the consumer-brand relationship. Pragmatic legitimacy drives purchase intentions and willingness to pay a premium, while moral legitimacy fosters consumer-brand engagement. Self-congruity and consumer-cause involvement act as mediators, whereas controversy moderates brand trust. These insights suggest that strategically navigating brand legitimacy dimensions and congruence levels can yield long-term benefits for brands engaging in activism.

Keywords: consumer-brand relationship; congruence theory; brand legitimacy; théorie de la congruence brand activism; relation consommateur-marque; légitimité de la marque; Activisme de marque (search for similar items in EconPapers)
Date: 2025-05-14
Note: View the original document on HAL open archive server: https://hal.science/hal-05477845v1
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Published in 41ème CONGRES INTERNATIONAL DE L’ASSOCIATION FRANÇAISE DU MARKETING, ASSOCIATION FRANÇAISE DU MARKETING, May 2025, Lille, France

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