Brand Activism: Tri-dimensional Brand Legitimacy's Impact on the Consumer-Brand Relationship

Key Points

• Consumer-brand relationships strengthen with effective brand activism, showing positive engagement patterns.
• Key dimensions of brand legitimacy include social responsibility, authenticity, and transparency, with leading metrics exposed.
• The observational analysis focuses on consumer perceptions across various brand initiatives and engagements.
• Findings highlight the importance of brand legitimacy in driving consumer loyalty in a competitive landscape.