IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v190y2025ics0148296325000517.html
   My bibliography  Save this article

Going against the Tide: How Self-Construal Moderates Receptivity towards Popular Brand Activism

Author

Listed:
  • Saluja, Geetanjali
  • Chan, Eugene Y.

Abstract

Many brands in today’s marketplace choose to take a public stance on socio-political issues. For example, some brands have indicated support for or opposition to Israel, while there are brands that support or oppose same sex-marriages. This research examines the type of consumers to whom a brand supporting or opposing socio-political issues might appeal. Specifically, we focus on consumers with independent versus interdependent self-construal. Four studies offer evidence that independents consider brand activism that opposes prevailing public opinions regarding socio-political issues as “bold” and “courageous”. By contrast, independents and interdependents equally favor brands that support such majority public opinion. We discuss the limitations of these results and offer guidance for future researchers and brand managers. We situate our findings within the American political discourse and marketplace, discuss the relevance of our results for brands that are interested in activism, and acknowledge limitations to our work.

Suggested Citation

  • Saluja, Geetanjali & Chan, Eugene Y., 2025. "Going against the Tide: How Self-Construal Moderates Receptivity towards Popular Brand Activism," Journal of Business Research, Elsevier, vol. 190(C).
    • Handle: RePEc:eee:jbrese:v:190:y:2025:i:c:s0148296325000517
    DOI: 10.1016/j.jbusres.2025.115228
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296325000517
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115228?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:190:y:2025:i:c:s0148296325000517. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.