Activist brand perception: Conceptualization, scale development and validation
开发并验证了一个包含8个题项、两个维度的消费者行动主义品牌感知量表，帮助研究者测量消费者如何看待参与社会政治议题的品牌。
Brand activism (BA) has attracted substantial attention due to consumers’ rising expectations for brands to address social and political issues. However, empirical research on consumers’ understanding of activist brands (i.e., brands that engage in brand activism) remains limited, mainly due to the absence of a valid measurement tool. To fill this gap, the authors introduce a two-dimensional consumer Activist Brand Perception (ABP) scale with eight items. Drawing from extensive literature analysis, relevant manifestations of BA are identified as the foundation for the scale. Through a rigorous scale development process involving qualitative and quantitative assessment, the (ABP) scale emerges as a reliable instrument to capture consumer perceptions of activist brands, enabling researchers to comprehend how consumers view activist brands.