20.500.12556/RUL-179897 Explaining consumer reactions to brand activism with the ABC model of brand stereotypes 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. brands consumer behaviour trust models ABC model of stereotypes brand activism brand agency brand communion brand conservative–progressive beliefs consumer political identity blagovne znamke vedenje potrošnikov zaupanje modeli true false true Angleški jezik Slovenski jezik Članek v reviji 2026-02-26 13:08:34 2026-02-26 13:11:31 2026-02-27 04:32:12 0000-00-00 00:00:00 2026 0 0 Str. 556-574 iss. 3 Vol. 43 Mar. 2026 0000-00-00 PostprintKoncna Objavljeno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 0742-6046 10.1002/mar.70072 254947587 ABC_model_manuscript_R2_acccepted_changes.pdf ABC_model_manuscript_R2_acccepted_changes.pdf 1 3446E18C79133E49616A1CB114C107B4 93cbb1004574530780ae65c447e9ebecf1fc8e8edc805f0b7c8c8a15eba286fb db43f544-130b-11f1-a1ba-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=228815 https://onlinelibrary.wiley.com/doi/10.1002/mar.70072 0 e2664f70-130b-11f1-a1ba-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=228816 Ekonomska fakulteta 0 0 0