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An investigation of how consumers respond to brand activism.

Ligot, Marie
(2023)

Files

LIGOT_48471800_2023.pdf
  • UCLouvain restricted access
  • Adobe PDF
  • 2.27 MB

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.