Publicação
The Impact of Perceived Authenticity in Brand Activism on Consumer–Brand Identification, Loyalty, and Purchase Intention: The Role of Brand–Cause Congruence
| Resumo: | The impact of brand activism, particularly in terms of perceived authenticity and congruence between the brand and the cause it supports, on consumer behavior, is a relevant topic in marketing research. This dissertation investigates how brand-cause congruence influences the authenticity of brand activism and how this perceived authenticity, in turn, affects consumer brand identification, brand loyalty and purchase intention. Additionally, it explores whether these relationships differ across three generational cohorts – Generation Z, Millennials and Generation X. To explore these relationships, a quantitative methodology was applied using Nike’s “Dream Crazy” campaign as a case study. Data was collected through an online questionnaire completed by 266 participants. The findings indicate that brand-cause congruence significantly enhances the perception of authenticity of brand activism, which positively influences both consumer–brand identification and brand loyalty. However, the direct effects of brand-cause congruence on consumer-brand identification and authenticity on purchase intention were not statistically significant. This thesis offers a meaningful contribution to the existing literature on brand activism by emphasizing the important role of brand–cause congruence in reinforcing the authenticity of campaigns and shaping consumer–brand relationships. For practitioners, it emphasizes the importance of aligning activist efforts with brand identity to build trust and foster loyalty. The results also emphasize the need for complementary strategies that help convert consumer identification into long-term behavioral engagement. |
|---|---|
| Autores principais: | Salvado, Maria João Pereira |
| Assunto: | Authenticity of Brand Activism Brand Activism Brand Loyalty Brand-Cause Congruence Purchase Intention SDG 10 - Reduced inequalities SDG 12 - Responsible production and consumption SDG 16 - Peace, justice and strong institutions |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The impact of brand activism, particularly in terms of perceived authenticity and congruence between the brand and the cause it supports, on consumer behavior, is a relevant topic in marketing research. This dissertation investigates how brand-cause congruence influences the authenticity of brand activism and how this perceived authenticity, in turn, affects consumer brand identification, brand loyalty and purchase intention. Additionally, it explores whether these relationships differ across three generational cohorts – Generation Z, Millennials and Generation X. To explore these relationships, a quantitative methodology was applied using Nike’s “Dream Crazy” campaign as a case study. Data was collected through an online questionnaire completed by 266 participants. The findings indicate that brand-cause congruence significantly enhances the perception of authenticity of brand activism, which positively influences both consumer–brand identification and brand loyalty. However, the direct effects of brand-cause congruence on consumer-brand identification and authenticity on purchase intention were not statistically significant. This thesis offers a meaningful contribution to the existing literature on brand activism by emphasizing the important role of brand–cause congruence in reinforcing the authenticity of campaigns and shaping consumer–brand relationships. For practitioners, it emphasizes the importance of aligning activist efforts with brand identity to build trust and foster loyalty. The results also emphasize the need for complementary strategies that help convert consumer identification into long-term behavioral engagement. |
|---|