The impact of brand activism on consumer behaviors: Examining the contrasting roles of admiration and anger

Brand activism has gained increasing scholarly attention, but significant gaps remain in understanding when and how it produces divergent effects across different consumers and brands. This study examines the conditions and mechanisms that drive both positive and negative consumer reactions to brand activism, specifically brand advocacy and brand boycotting. Through a series of experiments, this research finds that a strong existing corporate social responsibility (CSR) reputation of the focal brands not only enhances consumer admiration by increasing the attribution of a value-driven motive to the brand activism but also lessens consumer anger by decreasing the attribution of an egoistic motive. This, in turn, leads to greater brand advocacy driven by increased admiration and reduces the likelihood of brand boycotts due to decreased anger. However, the effect of CSR reputation is less pronounced among consumers who are less involved with or less aligned with the issue the brand is supporting.