University of Twente Student Theses


Brand activism and the role of authenticity and identity signalling

Arkema, B.F. (2022) Brand activism and the role of authenticity and identity signalling.

[img] PDF
Abstract:Brands are almost obliged to take a stand on controversial, social, and political issues. Belief-driven consumers expect that brands pick the right side. However, when brands take a stand, this must align with their values, beliefs, and practices. If this is not the case, they may receive backlash or even a boycott. This study contributes to the existing literature about brand activism. It provides new insights into the effects of brand activism on brand attitude and the intention to buy a brand's product when the authenticity of the activism and the identity relevance of the product are considered. The authenticity of brand activism is essential since it can reduce the risk of being perceived as profit-seeking. Also, the identity relevance of the product could affect the relationship between brand activism and customer behaviour since some products are more used for identity signalling than others.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general, 77 psychology, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page