An investigation of how consumers respond to brand activism.

Details

Supervisors

Hazée, Simon

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This thesis investigates brand activism across political, environmental, and social campaigns, unveiling key factors influencing consumer reactions. The alignment of values, emotional engagement, and brand reputation emerges as crucial, impacting support and loyalty. While politics presents polarization risks, authenticity remains vital. This study contributes fresh perspectives on brand activism's nuances, guiding managerial decisions. Future research opportunities lie in understanding diverse consumer responses and exploring the long-term effects of activism.