Purpose Through activism, brands participate in the sociopolitical controversies that shape society today. Based on social identity theory, this study aims to examine the moderating effects of consumer–brand identification (CBI) and political ideology in explaining consumer responses to brand activism. Furthermore, the role of perceived marginalization that can arise in the case of consumer–brand disagreement is explored. Design/methodology/approach The hypothesized effects were tested in three experiments. Study 1 ( n = 262) and Study 2 ( n = 322) used a moderation analysis, which was supplemented by a mixed design analysis with repeated measures in Study 1. In Study 3 ( n = 383), the mediating effect of perceived marginalization by the brand was tested using a moderated mediation model. Findings The results show that strong CBI as well as a conservative ideology buffer the negative effects of consumer–brand disagreement on brand attitude and word-of-mouth intentions. In the case of agreement with a brand’s stance, no direct or interactive effects of brand activism on consumer responses occur. Perceived marginalization by a brand mediates the effects of brand activism. Originality/value This study extends the “love is blind” versus “love becomes hate” debate to the realm of brand activism and finds evidence for the former effect. It also contributes to the research on political consumption by highlighting the role of political ideology as an important boundary condition for brand activism. Perceived marginalization is identified as a relevant risk for activist brands.
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