A Tale of Two ‘States’: Partisan Differences in Consumer Response to Brand Activism
Results from three studies show that the effect of brand activism on consumers’ brand evaluations is moderated by consumers’ political ideology. Further, issue type (pro-liberal versus pro-conservative) and type of activism (authentic, absent, slacktivism) interact with political ideology to drive distinct brand responses via affective as well as cognitive routes.
Citation:
Nitika Garg and Geetanjali Saluja (2021) ,"A Tale of Two ‘States’: Partisan Differences in Consumer Response to Brand Activism", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 316-317.
Authors
Nitika Garg, University of New South Wales
Geetanjali Saluja, University of Technology Sydney
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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