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

Author

Listed:
  • Charlotte Lécuyer

    (CleRMa - Clermont Recherche Management - ESC Clermont-Ferrand - École Supérieure de Commerce (ESC) - Clermont-Ferrand - UCA [2017-2020] - Université Clermont Auvergne [2017-2020])

  • 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])

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.

Suggested Citation

  • Charlotte Lécuyer & Marine Kergoat & Christine Lambey-Checchin, 2023. "Why do consumers respond negatively to brand activism campaigns ? An investigation into the perceived corporate motives," Post-Print hal-04744294, HAL.
    • Handle: RePEc:hal:journl:hal-04744294
    as

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