The impact of brand activism on consumer behaviors: Examining the contrasting roles of admiration and anger
通过实验发现，品牌已有的企业社会责任声誉会通过影响消费者对品牌动机的归因，增强钦佩、减少愤怒，从而促进品牌拥护、降低抵制可能，但该效应在低议题卷入或低认同消费者中较弱。
Brand activism has gained increasing scholarly attention, but significant gaps remain in understanding when and how it produces divergent effects across different consumers and brands. This study examines the conditions and mechanisms that drive both positive and negative consumer reactions to brand activism, specifically brand advocacy and brand boycotting. Through a series of experiments, this research finds that a strong existing corporate social responsibility (CSR) reputation of the focal brands not only enhances consumer admiration by increasing the attribution of a value-driven motive to the brand activism but also lessens consumer anger by decreasing the attribution of an egoistic motive. This, in turn, leads to greater brand advocacy driven by increased admiration and reduces the likelihood of brand boycotts due to decreased anger. However, the effect of CSR reputation is less pronounced among consumers who are less involved with or less aligned with the issue the brand is supporting.