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Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns

Author

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  • Samia Moumade

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Aurélie Hemonnet-Goujot

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon, AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

  • Pierre Valette-Florence

    (UGA - Université Grenoble Alpes)

Abstract

This study examines how brand legitimacy impacts consumer-brand relationships in brand activism campaigns. While prior research shows consumers align with brands reflecting their values, this study addresses how legitimacy-moral, pragmatic, and cognitive-affects this dynamic. Using congruence theory, it explores (1) the multidimensional effects of brand legitimacy on consumer evaluations and (2) the mediating roles of self-congruity, social involvement, and consumer-cause engagement. Two experiments with 1,200 participants focused on campaigns against social discrimination. Results reveal pragmatic legitimacy boosts purchase intentions and willingness to pay a premium, while moral legitimacy enhances engagement. Self-congruity, consumer-cause engagement, and social involvement mediate effects, and controversy positively moderates outcomes. These findings suggest brands can benefit by strategically aligning brand legitimacy dimensions and levels of congruence in brand activism campaigns.

Suggested Citation

  • Samia Moumade & Aurélie Hemonnet-Goujot & Pierre Valette-Florence, 2025. "Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns," Post-Print hal-05477859, HAL.
    • Handle: RePEc:hal:journl:hal-05477859
    Note: View the original document on HAL open archive server: https://hal.science/hal-05477859v1
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