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Effective messaging strategies to increase brand love for sociopolitical activist brands · Study

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ArticleEffective messaging strategies to increase brand love for sociopolitical activist brands

Francisco Guzmán2022

Article2022

Effective messaging strategies to increase brand love for sociopolitical activist brands

Francisco Guzmán · Blair Kidwell

90 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

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References

2001Developing and validating a multidimensional consumer-based brand equity scale 2006Some antecedents and outcomes of brand love 2004Measuring Attitude toward the Brand and Purchase Intentions 2000Cultivating Service Brand Equity 2011Brand Love 2003The role of racial identity in perceived racial discrimination.1990The Influence of Message Framing and Issue Involvement 2005Corporate Reputation and Philanthropy: An Empirical Analysis

Cited by

2023Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages 2023Brand activism as a marketing strategy: an integrative framework and research agenda 2024Act as you preach! Authentic brand purpose versus “woke washing’s” impact on brand credibility: The moderating role of cause involvement and consumer skepticism 2024Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes 2023From warmth to warrior: impacts of non-profit brand activism on brand bravery, brand hypocrisy and brand equity

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Details

Year2022

Typearticle

Published2022-07-21

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations90

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2022.07.031

openalex_workW4286447500

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2023Speedy activists: How firm response time to sociopolitical events influences consumer behavior

2024Peace Brand Activism: Global Brand Responses to the War in Ukraine

2023The impact of brand value co-creation on perceived CSR authenticity and brand equity