Brands as Drivers of Change - Understanding the Role of Socio-Political Attitudes in the Relationship between Brand Activism and Consumer-based Brand Outcomes

Abstract

Purpose: The purpose of this thesis is to investigate how socio-political attitudes, particularly trust in governmental institutions and attitudes towards the world’s future, influence consumer responses to Brand Activism in Germany and Austria. As public trust in government declines and expectations for corporate societal engagement rise at the same time, this research aims to examine the resulting impacts on consumer behaviors such as purchase intentions and brand sympathy. By focusing on these specific socio-political attitudes within the European context, the study seeks to provide new insights into the complex dynamics between consumer socio-political attitudes and Brand Activism, thereby contributing to a deeper understanding of this emerging phenomenon and guiding future marketing strategies.

Methodology: This thesis utilizes a quantitative approach to explore the impact of socio-political attitudes on consumer responses to Brand Activism. Using a controlled experimental design, the study is conducted through a standardized online survey, with participants randomly assigned to either control or treatment groups. The survey measures established variables, alongside newly operationalized constructs for Brand Activism. The sample (N=274) consists of residents from Germany and Austria, collected via non-probability convenience sampling. Hypotheses were tested with structural equation modeling.

Findings: The analysis indicates that Brand Activism does not significantly impact consumer purchase intentions or brand sympathy. Statistical analysis showed no substantial effects of Brand Activism on these consumer behaviors, nor did it reveal any mediating effect of brand sympathy between Brand Activism and purchase intention. The results suggest that high levels of trust in governmental institutions and a pessimistic attitude towards the future of the world positively influence the relationship between Brand Activism and purchase intentions. Yet, neither trust in governmental institutions nor the attitude about the world's future significantly moderated the relationship between Brand Activism and brand sympathy.

Theoretical Contributions: This study challenges the conventional perception of Brand Activism as merely a marketing strategy, examining it through the lens of socio-political influences and its broader societal role. It significantly advances the theoretical understanding of Brand Activism by introducing new moderators that reflect contemporary socio-political shifts, particularly in the multi-party systems of Germany and Austria. It is among the first to investigate the influence of socio-political attitudes on Brand Activism perception in these countries and in a multi-party system context. Employing the Elaboration Likelihood Model (ELM), the study robustly anchors its findings in communication theory. The research uncovers novel moderating effects of a negative attitude towards the world’s future and high governmental trust on consumer perceptions and intentions toward brands engaged in Brand Activism. These pioneering insights broaden the scope of Brand Activism research beyond binary political perspectives, offering a more comprehensive understanding of how socio-political changes influence consumer-brand relationships. This contributes to a deeper theoretical framework and opens new avenues for future studies on the socio-political dimensions in the realm of Brand Activism in a rapidly evolving global context.

Managerial Implications: The study highlights the necessity for brands to ensure their Brand Activism is authentically integrated into core operations, avoiding superficial marketing tactics. Brands should adapt their communications to address the moderators identified – pessimism regarding the future of the world and higher trust in governmental institutions – enhancing connection and engagement with their audience. Identifying indicators and monitoring them allows for tailored marketing strategies that resonate with consumer expectations and lead to positive brand outcomes. Strategic, targeted, and transparent Brand Activism can thus significantly enhance a brand's effectiveness and contribute to a sustainable image, strengthening its position in a dynamically evolving market.

Originality/Value: This research examines Brand Activism from a societal perspective, rather than merely as a marketing strategy. By considering recent societal shifts, it pioneers the study of trust in governmental institutions and attitudes toward the world’s future as moderators in a multi-party context, revealing unexpected and nuanced findings that extend beyond simple binary political opinions. This study challenges conventional views of Brand Activism and deepens understanding by showcasing its varied effects across different socio-political environments. The insights provided offer significant implications for both academic research and practical applications.

• author: Krischkowsky, Louisa and Herzberg, Mathea Talene
• supervisor: Javier Cenamor
• organization: Department of Business Administration
• course: BUSN39 20241
• year: 2024
• type: H1 - Master's Degree (One Year)
• subject: Business and Economics
• keywords: Brand Activism, Purchase Intention, Brand Sympathy, Socio-Political Attitudes, Political Trust
• language: English
• id: 9165180
• date added to LUP: 2024-06-25 13:14:54
• date last changed: 2024-06-25 13:14:54