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Brands, Dare to Care! A Quantitative Study on How Brand's Sociopolitical Involvement Affects Consumers' Perceived Brand Authenticity

Vyörykkä, Pinja LU and Cortés, Isabel LU (2017) BUSN39 20171
Department of Business Administration
Abstract (Swedish)
Purpose and aim - The increasingly turbulent environment is fostering the phenomenon of brands taking stance in sociopolitical hot topics. At the same time these societal changes are increase consumers’ demand for brand authenticity. The purpose of this paper is to test how brand’s sociopolitical involvement (SPI) effects consumer’s perceived brand authenticity. The study will furthermore take into consideration how the relationship between SPI and perceived brand authenticity is affected depending on the relationship between the consumer, the brand and the sociopolitical cause.

Methods and procedures - The quantitative study builds on repeated measures research design. A combination of Repeated Measures ANOVA and One-Way ANOVA tests... (More)
Purpose and aim - The increasingly turbulent environment is fostering the phenomenon of brands taking stance in sociopolitical hot topics. At the same time these societal changes are increase consumers’ demand for brand authenticity. The purpose of this paper is to test how brand’s sociopolitical involvement (SPI) effects consumer’s perceived brand authenticity. The study will furthermore take into consideration how the relationship between SPI and perceived brand authenticity is affected depending on the relationship between the consumer, the brand and the sociopolitical cause.

Methods and procedures - The quantitative study builds on repeated measures research design. A combination of Repeated Measures ANOVA and One-Way ANOVA tests were used to analyse the 273 data sets. This allowed to see the changes in the respondent’s level of brand authenticity. The analysis was conducted on the whole sample in general as well as for the smaller sub groups in which the respondents were divided depending on their indicated level of fit between the respondent, the brand and the cause.

Results - The results indicated a positive increase in brand authenticity due to brand’s sociopolitical involvement. The findings further suggested that the fit between the consumer and the brand did not have a significant effect on the relationship between brand’s SPI and consumers perceived brand authenticity. This contrasted with the consumer-cause as well as brand-cause fit that showed a significant effect.

Implications - The study is the first to suggest an effect, more over a positive one, of SPI on brand authenticity. The findings can be perceived to be interesting both from a theoretical and practical point of view, especially when taking into consideration that sociopolitical topics are often controversial in their character and known to divide the public opinion. However, the phenomenon and its connection to brand authenticity does not come without complexity
which is further illustrated in the results regarding the fit of brand, consumer and cause.

Keywords: sociopolitical involvement (SPI), brand authenticity (Less)
Please use this url to cite or link to this publication:
author
Vyörykkä, Pinja LU and Cortés, Isabel LU
supervisor
organization
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
keywords
sociopolitical involvement (SPI), brand authenticity
language
English
id
8917746
date added to LUP
2017-08-11 08:18:12
date last changed
2017-08-11 08:18:12
@misc{8917746,
  abstract     = {Purpose and aim - The increasingly turbulent environment is fostering the phenomenon of brands taking stance in sociopolitical hot topics. At the same time these societal changes are increase consumers’ demand for brand authenticity. The purpose of this paper is to test how brand’s sociopolitical involvement (SPI) effects consumer’s perceived brand authenticity. The study will furthermore take into consideration how the relationship between SPI and perceived brand authenticity is affected depending on the relationship between the consumer, the brand and the sociopolitical cause.

Methods and procedures - The quantitative study builds on repeated measures research design. A combination of Repeated Measures ANOVA and One-Way ANOVA tests were used to analyse the 273 data sets. This allowed to see the changes in the respondent’s level of brand authenticity. The analysis was conducted on the whole sample in general as well as for the smaller sub groups in which the respondents were divided depending on their indicated level of fit between the respondent, the brand and the cause.

Results - The results indicated a positive increase in brand authenticity due to brand’s sociopolitical involvement. The findings further suggested that the fit between the consumer and the brand did not have a significant effect on the relationship between brand’s SPI and consumers perceived brand authenticity. This contrasted with the consumer-cause as well as brand-cause fit that showed a significant effect.

Implications - The study is the first to suggest an effect, more over a positive one, of SPI on brand authenticity. The findings can be perceived to be interesting both from a theoretical and practical point of view, especially when taking into consideration that sociopolitical topics are often controversial in their character and known to divide the public opinion. However, the phenomenon and its connection to brand authenticity does not come without complexity
which is further illustrated in the results regarding the fit of brand, consumer and cause.

Keywords: sociopolitical involvement (SPI), brand authenticity},
  author       = {Vyörykkä, Pinja and Cortés, Isabel},
  keyword      = {sociopolitical involvement (SPI),brand authenticity},
  language     = {eng},
  note         = {Student Paper},
  title        = {Brands, Dare to Care! A Quantitative Study on How Brand's Sociopolitical Involvement Affects Consumers' Perceived Brand Authenticity},
  year         = {2017},
}