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Full-Text Articles in Business
Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers
Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers
Atlantic Marketing Journal
Religious individuals have traditionally responded negatively to controversial advertising; however, little has been examined in their response to brand activism in the form of social justice issues. Interestingly, brands may find support from more religious individuals when promoting certain social issues. Across three studies using two social networks (Twitter and Instagram), this research demonstrates that individuals who identify as more religious (compared to those who identify as less religious) consistently display higher attitudes, intentions, and perceptions of authenticity for brands supporting social justice issues (precisely racial inequality, or “Black Lives Matter”). These findings are explained through social identity theory, in …
Differences Between Brand Activism And Corporate Social Responsibility In Consumer Perception, Erika Marchiondo
Differences Between Brand Activism And Corporate Social Responsibility In Consumer Perception, Erika Marchiondo
Student Theses and Dissertations
The purpose of this thesis is to determine if there is a perceived difference among consumers between brand activism and corporate social responsibility. Taking a stand in social and political causes has become an unspoken requirement for major brands. Consumers are selective about purchasing from brands that do not adhere to ethical practices. Consumers are also demanding increased brand transparency about the philanthropical causes brands support. I want to determine how aware consumers are of acts of corporate social responsibility and brand activism, and if consumers are able to identify a fundamental difference between behaviors associated with the two terms. …