Earticle

초록

영어

The main aim of this study is to find out what kind of brand activism content appeals to consumers and how much it can help the desired brand behavior for a lasting consumer-brand relationship. To achieve this goal, an online survey was done, targeting the generation MZ, who have a high level of social involvement and action through social media and a strong interest in social and political issues. The results of the analysis are the following. First, five factors were identified as the sub-dimensions of consumer-based brand activism: action of concreteness, originality, uniqueness, continuity, and impact. Second, consumers recognize authenticity in brand activism, and differentiate it from authenticity in the brand itself. Third, action of concreteness and continuity had a significant effect on perceived authenticity of brand activism. Fourth, originality and impact had a significant effect on perceived brand authenticity. Fifth, when considering authenticity in brand activism as a mediator, there was a significant effect on consumer brand attitudes and citizen behavior.

목차

Introduction
Literature review
Brand Activism
Generation MZ as Brand Citizen
Perceived Authenticity
Brand Attitude and Brand Citizenship Behavior
Hypotheses Development
Results
Hypothesis Testing
Validity and Reliability
Sample characteristics
Data collection and analysis method

저자

• Gwijeong Park [ Dept. of BERI, Gyeongsang National University ]
• Wonjong Kim [ Dept. of Industrial Management, BERI, Gyeongsang National University ]

참고문헌