Authenticity in Brand Activism: Consumer Perceptions in a Sports Brand Context

Authenticité dans l’activisme de marque: perceptions des consommateurs dans le contexte d’une marque de sport

Anderson Rosa, Kavita Hamza and Fabio S. Sandes ()
Additional contact information
Anderson Rosa: USP - Universidade de São Paulo = University of São Paulo
Kavita Hamza: USP - Universidade de São Paulo = University of São Paulo
Fabio S. Sandes: UR CONFLUENCE : Sciences et Humanités (EA 1598) - UCLy - UCLy (Lyon Catholic University), ESDES - ESDES, Lyon Business School - UCLy - UCLy - UCLy (Lyon Catholic University)

Post-Print from HAL

Abstract: This study examines the relationship between brand activism and consumer trust in the sportswear context. Through a 2x2 experimental design, 494 respondents were exposed to four activism scenarios: authentic, inauthentic, silent, and absence. Results revealed that authentic activism significantly enhances brand trust, while inauthentic activism negatively impacts it. Silent activism showed moderate trust levels but did not differ significantly from the absence scenario. These findings suggest that addressing social issues and aligning message and practice are essential for building trust and creating meaningful consumer connections in the context of sportswear consumers.

Keywords: sportswear; consumer trust; brand activism; vêtements de sport; confiance des consommateurs; activisme des marques (search for similar items in EconPapers)
Date: 2025-05-25
References: Add references at CitEc
Citations:

Published in 54th EMAC (European Marketing Academy) Spring Conference "Human and Smart Marketing: Understanding and Enhancing Our Future", EMAC, May 2025, Pozuelo, Spain

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05507942

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().