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Authenticity in Brand Activism: Consumer Perceptions in a Sports Brand Context
[Authenticité dans l’activisme de marque : perceptions des consommateurs dans le contexte d’une marque de sport]

Author

Listed:
  • Anderson Rosa

    (USP - Universidade de São Paulo = University of São Paulo)

  • Kavita Hamza

    (USP - Universidade de São Paulo = University of São Paulo)

  • Fabio S. Sandes

    (UR CONFLUENCE : Sciences et Humanités (EA 1598) - UCLy - UCLy (Lyon Catholic University), ESDES - ESDES, Lyon Business School - UCLy - UCLy - UCLy (Lyon Catholic University))

Abstract

This study examines the relationship between brand activism and consumer trust in the sportswear context. Through a 2x2 experimental design, 494 respondents were exposed to four activism scenarios: authentic, inauthentic, silent, and absence. Results revealed that authentic activism significantly enhances brand trust, while inauthentic activism negatively impacts it. Silent activism showed moderate trust levels but did not differ significantly from the absence scenario. These findings suggest that addressing social issues and aligning message and practice are essential for building trust and creating meaningful consumer connections in the context of sportswear consumers.

Suggested Citation

  • Anderson Rosa & Kavita Hamza & Fabio S. Sandes, 2025. "Authenticity in Brand Activism: Consumer Perceptions in a Sports Brand Context [Authenticité dans l’activisme de marque : perceptions des consommateurs dans le contexte d’une marque de sport]," Post-Print hal-05507942, HAL.
    • Handle: RePEc:hal:journl:hal-05507942
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