Time tells all: The impact of long-term brand activism on brand loyalty and hypocrisy perceptions

As consumers increasingly expect brands to take public stances on sociopolitical issues, brand activism has emerged as a key marketing strategy. However, it is a double-edged sword: while it can improve consumer attitudes, it may also provoke skepticism when brand motives are perceived as inauthentic. This study investigates how the duration of brand activism (long-term vs. short-term) influences brand loyalty. Across four experimental studies conducted in two distinct markets, China and the United States, we find that long-term activism significantly enhances brand loyalty compared to short-term efforts. This effect is mediated by a reduction in perceived brand hypocrite; consumers view sustained commitment as less hypocritical, which in turn fosters loyalty. This core relationship proves robust across different cultural contexts and levels of issue controversy. Finally, this research identifies brand reputation as a key boundary condition: the positive effect of sustained activism on loyalty is significantly more pronounced for low-reputation brands. This study offers meaningful contributions to theory and practice, providing valuable guidance for retailers and brand managers seeking to develop authentic, long-term strategies to build lasting consumer loyalty.