Brand Activism Scepticism

Sammanfattning: The aim of this thesis was to deepen the understanding of brand activism by looking into existing and novel dimensions on which consumers base their validation and opinion of brands engaging in socio-political discourse. This dissertation followed a dual-analysis approach in which both qualitative and quantitative research was conducted. This study drew on socio-political activism theories, consumer culture theory and moral competency theory. Research has highlighted young Western consumers employ several constructs to arrive at a judgement of the moral competency of brands’ activism. Several new dimensions have emerged from the study, and the interactivity of them is speculated. Consequently, this dissertation extends the Brand Activism Theoretical Framework by Pimentel and Didonet (2021) to suppose a new component called Consumer Perceptions.