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Effective messaging strategies to increase brand love for sociopolitical activist brands

Author

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  • Ahmad, Fayez
  • Guzmán, Francisco
  • Kidwell, Blair

Abstract

As brands increasingly engage in activism, it is critical they communicate messages that their target audiences perceive as authentic to reinforce their consumer-brand relationships. This study investigates the effect of type of commitment (financial, non-financial, or rhetorical) and message framing (hope or frustration) on perceived brand authenticity and brand love. It additionally explores how these relationships vary depending on a brand’s level of equity. Through one exploratory and five experimental studies the most effective type of messaging for high and low equity brands is identified. Whereas high equity brands should communicate a financial commitment to gain authenticity and love, low equity brands should emphasize a non-financial commitment. In general, brands must convey hope rather than frustration in their messages. However, brands should convey frustration when communicating a rhetorical commitment to a cause. This study contributes to the brand activism and brand equity literature and provides specific marketing strategy recommendations.

Suggested Citation

  • Ahmad, Fayez & Guzmán, Francisco & Kidwell, Blair, 2022. "Effective messaging strategies to increase brand love for sociopolitical activist brands," Journal of Business Research, Elsevier, vol. 151(C), pages 609-622.
    • Handle: RePEc:eee:jbrese:v:151:y:2022:i:c:p:609-622
    DOI: 10.1016/j.jbusres.2022.07.031
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