Dissertation
Brand political activism that contrasts with consumers' personal beliefs: the effect of priming and frequency of shopping on betrayal, post brand identification and the consumer-brand relationship
Doctor of Business Administration (D.B.A.), Drexel University
Nov 2023
DOI:
https://doi.org/10.17918/00001916
Abstract
Despite the rise of brand political activism, there is still much yet to learn regarding potential consumer backlash if the activist message contrasts the consumer's personal beliefs. This study draws upon the literature from the theories of cognitive dissonance, consumer identification, betrayal, and consumer brand relationship relative to purchase intent and word of mouth to argue that a priming of brand identification and frequency of shopping will decrease feelings of betrayal and increase post brand identification, which will lead to greater purchase intent and more positive word of mouth, two constructs which together form the consumer brand relationship. Hypotheses were tested and results revealed a lower level of post brand identification for those who were primed by reminder of their brand identification, and a higher level of post brand identification for frequent shoppers. There were significant positive effects on the Consumer Brand Relationship based on being primed, frequency of shopping, and post brand identification. Significant negative effects on the Consumer Brand Relationship were the result of feelings of betrayal. This study concludes with a discussion of theoretical and practical implications as well as recommendations for future research.
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Details
- Title
- Brand political activism that contrasts with consumers' personal beliefs
- Creators
- Kim Dorazio
- Contributors
- Lauren D'Innocenzo (Advisor)Daniel Korschun (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Business Administration (D.B.A.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 101 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; Drexel University
- Other Identifier
- 991021819015304721