The Effect of Brand Activism on Consumer Loyalty: A Study of Social Movements

Abstract

This study explores the relationship between brand activism and consumer loyalty, particularly in the context of contemporary social movements. As brands increasingly engage in social and political issues, understanding how these actions influence consumer behavior becomes critical. This paper examines the impact of brand activism on consumer loyalty, utilizing both qualitative and quantitative data. The findings suggest that effective brand activism can significantly enhance consumer loyalty, particularly among socially conscious consumers.