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Activist brand perception: Conceptualization, scale development and validation

Author

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  • Saracevic, Selma
  • Schlegelmilch, Bodo B.

Abstract

Brand activism (BA) has attracted substantial attention due to consumers’ rising expectations for brands to address social and political issues. However, empirical research on consumers’ understanding of activist brands (i.e., brands that engage in brand activism) remains limited, mainly due to the absence of a valid measurement tool. To fill this gap, the authors introduce a two-dimensional consumer Activist Brand Perception (ABP) scale with eight items. Drawing from extensive literature analysis, relevant manifestations of BA are identified as the foundation for the scale. Through a rigorous scale development process involving qualitative and quantitative assessment, the (ABP) scale emerges as a reliable instrument to capture consumer perceptions of activist brands, enabling researchers to comprehend how consumers view activist brands.

Suggested Citation

  • Saracevic, Selma & Schlegelmilch, Bodo B., 2024. "Activist brand perception: Conceptualization, scale development and validation," Journal of Business Research, Elsevier, vol. 180(C).
    • Handle: RePEc:eee:jbrese:v:180:y:2024:i:c:s0148296324002364
    DOI: 10.1016/j.jbusres.2024.114732
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    References listed on IDEAS

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    Cited by:

    1. Virkus, Tjark & Klein, Kristina, 2026. "The role of authenticity and skepticism in consumers’ reactions to brand activism," Journal of Business Research, Elsevier, vol. 206(C).
    2. Saracevic, Selma & Schlegelmilch, Bodo B., 2026. "From motivation to outcome: a structured narrative review of the literature on corporate activism," Journal of Business Research, Elsevier, vol. 202(C).
    3. Zhao, Lin & Givi, Julian & Cui, Annie Peng, 2025. "Recipient-brand value misalignment: How corporate sociopolitical activism reshapes gift giving decisions," Journal of Business Research, Elsevier, vol. 199(C).
    4. Pimentel, Pedro Chapaval & Didonet, Simone Regina & Rezaee, Amir & Bassi-Suter, Mariana, 2025. "The impacts of Brand Activism on firm value: an emerging market perspective," Journal of Business Research, Elsevier, vol. 201(C).
    5. Mahmud, Riaj & Guzmán, Francisco, 2025. "The cost of contradiction: exploring consumer negative responses to activist brands’ moral transgressions," Journal of Business Research, Elsevier, vol. 200(C).
    6. Cammarota, Antonella & D’Arco, Mario & Marino, Vittoria & Resciniti, Riccardo, 2026. "The brand activism path: Mapping the activism intensity and consumer responses," Journal of Business Research, Elsevier, vol. 206(C).
    7. Weber, T.J. & Joireman, Jeff & Sprott, David E., 2025. "Consumer response to corporate political advocacy: the role of policy attitudes, policy change, and perceived controversy," Journal of Business Research, Elsevier, vol. 199(C).
    8. Keller, Kevin Lane, 2025. "The evolution of modern branding: Historical origins, current perspectives, and future directions," Journal of Business Research, Elsevier, vol. 194(C).

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