Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Should your brand take a stand? Comparing the impact of brand activism and CSR on brand equity
Journal of Brand Strategy,
11
(3),
248-262
(2023)
Abstract
In a changing world, consumers’ expectations of business corporations are growing. Thus, numerous firms are taking a stand on societal challenges, a phenomenon known as brand activism. In contrast to corporate social responsibility (CSR), brand activism tends to polarise. For this reason, companies that engage in brand activism risk damage to their brand equity due to potentially negative consumer responses. Against this background, the aim of this study is to compare the impact of brand activism and CSR on brand equity. For this purpose, we conducted an online experiment (n = 215) and noted a positive impact of brand activism on brand equity. The impact, however, was not greater than that achieved through CSR. Moderation analyses revealed gender effects on behavioural intentions. We derive the theoretical and managerial implications from these conclusions. This paper seeks to explore how BA, in comparison with CSR, affects brand equity.
Keywords: brand activism; corporate social responsibility; CSR; brand equity; brand trust; brand identification; purchase intention
The full article is available to subscribers to the journal.
Author's Biography
Mathea Herzberg is a consultant at PUNCH, a marketing consultancy specialised on fast moving consumer goods (FMCG) brands and restaurant chains. She also worked in the growth department of a sustainable banking start-up and is a member of the board at CIRCLE Consulting, a non-profit impact and technology consultancy.
Christian Rudeloff is professor of media and brand management at Macromedia University of Applied Sciences. He received his PhD from the University of Hamburg. Prior to his academic career, he worked for several years as a senior communications consultant and corporate communications manager. Mr Rudeloff’s current research interests are brand management, strategic communication and entrepreneurship.
