University of Twente Student Theses


The Impact of Corporate Brand Activism and Brand Attachment on Consumer Responses in the Sportwear Industry

Meyer, L. (2022) The Impact of Corporate Brand Activism and Brand Attachment on Consumer Responses in the Sportwear Industry.

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Abstract:Objectives: It is well-established that the authenticity of CSR marketing and a strong brand attachment positively affects consumer responses in terms of their buying behavior, their loyalty and overall attitude. The objective of this study was to determine if a similar relationship applies to corporate brand activism. Hence, in this context, this research investigated the authenticity of corporate brand activism (authentic vs. inauthentic) and how it impacts consumer responses. Furthermore, it was investigated if brand attachment (strong vs. weak) moderates, and brand reputation mediates this relationship. Methods: In order to test the three proposed hypotheses of this study, the research conducted an experiment using a combination of convenient and snowball sampling methods. As for the consumer response variables, this research focused on the variables purchase intention, customer loyalty and consumer attitudes. All variables, including the moderator (brand attachment) and mediator (brand reputation) were measured using a 7-point Likert scale. Results: As a result of the data collection, 217 valid responses were analyzed through SPSS by using a multivariate analyses and PROCESS mediator analyses. The findings showed a significant direct effect of perceived corporate brand activism on all three consumer responses (purchase intention, customer loyalty & consumer attitude). The results suggest that brand attachment moderates the main effect on consumer attitudes and that brand reputation fully mediates the effect on purchase intention and customer loyalty. Additionally, the main effect on consumer attitudes is partly mediated by the brand’s reputation.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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