Oh Look, Another Woke Brand ! : Brand Legitimacy's Impact on the Consumer-Brand Relationship in Brand Activism Campaigns

Key Points

• Brand legitimacy significantly influences the consumer-brand relationship during brand activism campaigns.
• Key evidence shows that higher brand legitimacy correlates with increased consumer trust and loyalty.
• Observational analysis across a diverse international audience highlights key marketing strategies and cultural nuances.
• This suggests that brands must build genuine connections to strengthen loyalty, especially in activism contexts.

Abstract