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Authentizität und Markenaktivismus: Eine empirische Analyse
[Authenticity and brand activism: An Empirical Analysis]

Author

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  • Domnick, Jaqueline

Abstract

Die steigende Relevanz von Markenaktivismus verbunden mit ihrer kontroversen Natur stellt Marken vor Herausforderungen. Ob sich Marken aktivistisch engagieren sollten und wie wichtig dabei das authentische Engagement in diesem Zusammenhang ist, sind Fragen, die es zu beantworten gilt. In dieser Arbeit wird mit Hilfe eines Experiments belegt, dass authentischer Markenaktivismus die Einstellung zu einer Marke verbessert. Dabei wird die dadurch gr..erer wahrgenommene Markenauthentizität als wichtiger Treiber identifiziert. Dafür wurde eine Definition von authentischem Markenaktivismus betrachtet, bei der nicht die Handlungen isoliert betrachtet werden, sondern das Zusammenspiel von Purpose, Werten, Unternehmenspraktiken und aktivistischer Botschaft. Zusätzlich wird festgestellt, dass der Einfluss von authentischem Markenaktivismus auf die wahrgenommene Markenauthentizität nicht von den Moderatoren Involvement und Skepsis beeinflusst wird. Weiterhin können erste Erkenntnisse über verschiedene Formen von nicht authentischem Markenaktivismus erlangt werden. Diese Arbeit trägt damit zur Forschung über die Wirksamkeit von aktivistischen Engagement bei und schließt eine empirische Lücke in Bezug auf die Authentizität von Markenaktivismus.

Suggested Citation

  • Domnick, Jaqueline, 2024. "Authentizität und Markenaktivismus: Eine empirische Analyse [Authenticity and brand activism: An Empirical Analysis]," Junior Management Science (JUMS), Junior Management Science e. V., vol. 9(3), pages 1609-1633.
    • Handle: RePEc:zbw:jumsac:305309
    DOI: 10.5282/jums/v9i3pp1609-1633
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    References listed on IDEAS

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    1. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
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