Exploring consumer support for brand activism: a four-segment typology

Abstract

Purpose While it is accepted that consumer demand has driven brand activism, it remains unclear which consumers desire brand activism, about what topics, how they may show support and why they think firms engage in such initiatives. This study aims to provide initial insights on these topics by developing a typology of Brand Activism Supporters. Design/methodology/approach The Reasoned Action Approach and two-step cluster analyses are employed to discern segments of Brand Activism Supporters. Findings Brand Activism Supporters represent the following four segments: Profit Perceivers, Conscientious Conservatives, Progress Patrons and Balanced Believers. Research limitations/implications This theoretically grounded typology provides a foundation for understanding consumer responses to brand activism and can guide research examining the factors thereof. A research agenda is provided to aid such endeavors. Practical implications This research provides a typology that can be used to target consumers most likely to support a planned brand activism initiative. To facilitate the practical use of the typology, survey, analysis and strategy tools are provided via Web Appendices A–C. Originality/value In developing the first typology of Brand Activism Supporters, this research examines factors including consumers’ attitudes about supporting activism initiatives, perceptions of firms’ motivations for engaging in activism and perceived control over their support behaviors.