This study seeks to investigate, from both macro and micro perspectives, the effect of brand activism on consumer loyalty. The macro perspective examines the general relationship between brand activism and consumer loyalty, whereas the micro perspective examines the specific context of companies' withdrawal from Russia as a form of brand activism. The study conducts a comprehensive analysis of how the consumer receives information about brand activism. The macro-level literature review investigates the definition and evolution of brand activism, the relationship between brand activism and consumer loyalty, and the communication strategies' effect on consumer loyalty. On a micro level, the study concentrates on the decisions corporations made as part of their brand activism during the Russia-Ukraine conflict of 2022. The purpose of this study is to thoroughly comprehend the intricate relationship between brand activism and consumer loyalty. The methodology section describes the hypotheses model as well as the research strategy based on surveys and interviews. This study's findings provide new insights into the influence of brand activism on consumer loyalty and its three components (cognitive, affective, and behavioral) as well as brand activism communication strategies on the macro level, and into the specific context of the Russia-Ukraine conflict on the micro level. It highlights that brand activism shapes consumer loyalty differently through the three components and according to the context. Additionally, social media is the communication channel that influences the most the relationship between brand activism and consumer loyalty on both macro and micro perspectives. This study contributes to the disciplines of marketing and consumer behavior by advancing the relationship among brand activism, consumer loyalty, and communication.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-121424 |
| Date | January 2023 |
| Creators | Roques, Nina |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF), nr222jw@student.lnu.se |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Linnaeus University Dissertations |
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