Explaining consumer reactions to brand activism with the ABC model of brand stereotypes

Gidaković, Petar (avtor), Kos Koklič, Mateja (avtor), Zečević, Mila (avtor), Žabkar, Vesna (avtor)

This paper adapts the agency–beliefs–communion (ABC) model of stereotypes regarding social groups to the context of brand activism. The model predicts that consumers' perceptions of brand agency (A) and brand conservative–progressive beliefs (B) determine brand communion (C). The model also posits that consumers infer a brand's conservative–progressive beliefs from the political orientation of brand activism and that consumers' political identities moderate the directionality of the effect of brand conservative–progressive beliefs on brand communion. Six empirical studies (combined N = 3096) support these propositions. The ABC model clarifies the inconclusive findings of previous studies on the effect of brand activism on consumer reactions. It also explains how brand activism influences consumers' perceptions of brands as either beneficial or harmful to society. Thus, this paper extends the theory of brand activism and consumer perceptions of brands, thereby providing practical implications for the implementation and management of brand activism initiatives.

• Jezik: Angleški jezik
• Ključne besede: brands, consumer behaviour, trust, models, ABC model of stereotypes, brand activism, brand agency, brand communion, brand conservative–progressive beliefs, consumer political identity
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: Objavljeno
• Različica publikacije: Recenzirani rokopis
• Leto izida: 2026
• Št. strani: Str. 556-574
• Številčenje: Vol. 43, iss. 3
• PID: 20.500.12556/RUL-179897
• UDK: 339.138
• ISSN pri članku: 0742-6046
• DOI: 10.1002/mar.70072
• COBISS.SI-ID: 254947587
• Datum objave v RUL: 26.02.2026

Gradivo je del revije

• Naslov: Psychology and marketing
• Skrajšan naslov: Psychol. mark.
• Založnik: Wiley
• ISSN: 0742-6046
• COBISS.SI-ID: 838421

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: blagovne znamke, vedenje potrošnikov, zaupanje, modeli

Projekti

• Financer: ARIS - Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije
• Številka projekta: P5-0128
• Naslov: Izzivi vključujočega in trajnostnega razvoja v prevladujoči paradigmi ekonomskih in poslovnih znanosti