Building Authenticity in Brand Activism: Evaluating Consumer Trust Through Fit and Engagement

Abstract

This study explores how consumers react to social brand activism, highlighting how important perceived authenticity is in influencing consumers' sense of trust. Corporate involvement in socio-political concerns, or brand activism, is a paradigm shift in marketing tactics that has important implications for brand management. In order to close the current information gap, this study examines how the congruence between a brand identity and its activism initiatives, as well as by how frequently these efforts occur.

The study manipulates two independent variables, the fit of brand activism (good vs. bad) and the frequency of activism (high vs. low), using a quantitative experimental approach. Using an online survey platform, information was gathered from 197 individuals in the United States and the United Kingdom.

The results show that a perceived authenticity is much increased when its identity and activism efforts are strongly aligned. This, in turn, builds consumer trust and loyalty. These findings highlight how important it is for companies to participate in coordinated and continuous activism campaigns in order to preserve and grow consumer loyalty and confidence.

By presenting empirical data on the significance of authenticity and strategic alignment, this study advances the theoretical conversation on brand activism. For business-to-consumer (B2C) organizations looking to execute credible and successful brand activism initiatives, actionable advice is provided. The research underscores the crucial function of genuineness in fostering positive consumer reactions and maintaining brand value within the framework of socio political involvement.