RT Journal Article
SR Electronic
T1 Purpose Advertising And the Credibility Gap
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 59
OP 79
DO 10.2501/JAR-2023-021
VO 64
IS 1
A1 Tyler Milfeld
A1 Eric Haley
YR 2024
UL http://www.journalofadvertisingresearch.com/content/64/1/59.abstract
AB One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established (versus emergent) activist brands when taking a stand.