The Mediation Effect of Brand Polarization between Progressive Brand Activism and Consumer Responses

초록

Progressive brand activism (PBA) is a viable strategy for brands to develop strong bonds with consumers, strengthen brand loyalty, and promote consumer advocacy. The goal of this experimental study is to identify the psychological mechanisms of how PBA operates by examining the parallel and serial mediation effects of brand polarization and attitudes toward a brand on the association between PBA and purchase intention. In addition, this study examines how consumers' political orientation moderates the parallel and serial mediation effects of brand polarization and attitudes toward a brand. A total of 232 subjects participated in this study in South Korea. It was found that brand polarization and attitudes toward a brand mediated the relationship between PBA and purchase intention independently and jointly. Moreover, consumers' political orientation affects the triangle pathway (PBA → attitudes toward a brand → purchase intention) and the quadrangle pathway (PBA → brand polarization → attitudes toward a brand → purchase intention). Research implications and suggestions for future research will be discussed in detail.

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