The power of controversy: brand activism and the allure of controversial brands

Abstract

Brands are increasingly touching on controversial issues and maintain a position in reaction, making it important to understand how consumers perceive and respond to these brands. The first study focuses on analysing whether controversial brands are perceived as more powerful and risky, and how this may lead to compensatory consumption, by assessing consumers sharing intentions. The second study examine the nature and definitions of brand authenticity and brand activism and its effect in consumer purchase intention. Lastly, the aim of the third study is to determine what role personality-based competitiveness plays in the perception and purchase intention of controversial brands.