Exploring the Nexus: An in-depth analysis of brand activism's influence on consumer behaviour

Title

Exploring the Nexus: An in-depth analysis of brand activism's influence on consumer behaviour

Creator

Jithesh A.; Jayakrishnan P.M.; Benedict J.

Description

This study delves into the intricate relationship between brand activism and consumer behavior, aiming to unravel the nuanced dynamics that underlie contemporary market influences. Employing a comprehensive analysis, the authors investigate how brands' engagement with social and environmental causes resonates with consumers, shaping their attitudes, preferences, and ultimately, their purchasing decisions. The research employs a multi-faceted approach, combining qualitative and quantitative methodologies to capture the depth and breadth of brand activism's impact. By examining real-world examples and conducting surveys, the authors seek to discern patterns and correlations that illuminate the mechanisms through which brand activism leaves an indelible mark on the modern consumer landscape. The findings promise to provide valuable insights for marketers, businesses, and scholars alike, offering a deeper understanding of the evolving interplay between corporate values, social responsibility, and consumer choices in today's dynamic marketplace. 2024, IGI Global. All rights reserved.

Source

Globalized Consumer Insights in the Digital Era, pp. 209-228.

Date

2024-01-01

Publisher

IGI Global

Coverage

Jithesh A., Christ University, India; Jayakrishnan P.M., Christ University, India; Benedict J., Christ University, India

Rights

Restricted Access

Relation

ISBN: 979-836933812-4; 979-836933811-7

Format

Online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-3811-7.ch010

https://www.scopus.com/inward/record.uri?eid=2-s2.0-85189575615&doi=10.4018%2f979-8-3693-3811-7.ch010&partnerID=40&md5=4ffd6b23b9b616cadcea20b1bf1380b1