It’s Time to Speak Up! The Influence of Perceived Legitimacy in Activist Brands on Consumer Behavior

The current growing number of brands are publicly expressing their positions on sociopolitical issues as part of a strategy known as brand activism. This approach serves as a clear indication of a brand's commitment and alignment with a chosen sociopolitical cause, allowing them to distinguish themselves from competitors in the market. Consequently, brands are leveraging their sociopolitical stance to attract consumers who share similar values, seeking to establish legitimacy while engaging in activism. In this study, we employ a quantitative approach using Structural Equation Modeling (SEM) to explore the underlying mechanisms that govern the impact of perceived brand legitimacy on consumer-brand engagement, purchase intentions, and consumer-based brand equity. Our empirical findings affirm that the perceived legitimacy of a brand indeed has positive effects on the specified variables. Moreover, our research model highlights the moderating influence of three additional factors: psychological distance, consumer-cause fit, and internal locus of control.