From awareness to action: the role of brand activism advertising in shaping consumers’ attitudes and prosocial intentions

Brand activism advertising has become an influential tool for engaging consumers in controversial issues. Yet research has primarily focused on the impact of brand activism on consumer responses to the brand itself, rather than on how activism affects consumers’ attitudes towards the advocated issue. This study addresses this gap by exploring the impact of brand activism advertising on consumers’ attitudes towards the advocated issue and their subsequent prosocial intentions. Across three experiments, we demonstrate that activism enhances consumers’ attitude towards the issue and increases issue-related prosocial intentions. Moreover, we highlight the critical moderating role of message execution style in amplifying these effects, offering valuable insights into how brands can contribute to broader societal outcomes through strategic communication.