1

A Comparative Study of the Impact of Brand Activism on Customers’ Brand Loyalty:
Generation Z, Millennials, Generation X and Baby Boomers

Thesis Submitted in Partial Fulfillment of the
Requirements for the Degree of
Master of Business Administration

University Canada West
MBAR 661 – Consulting/Research Project (ONS Spring23 - 08)
September 5, 2023

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Contents
PUBLICATION ........................................................................................................................................... 4
ABSTRACT ................................................................................................................................................ 5
ACKNOWLEDGEMENT .............................................................................................................................. 6
CERTIFICATION ......................................................................................................................................... 7
DEDICATION ............................................................................................................................................. 8
LIST OF ABBREVIATIONS........................................................................................................................... 9
LIST OF FIGURES ..................................................................................................................................... 12
CHAPTER 1: INTRODUCTION .................................................................................................................. 13
1.1 RESEARCH PROBLEM AND RESEARCH GAPS ...................................................................................................17
1.2 RESEARCH QUESTIONS ..............................................................................................................................18
1.3 RESEARCH OBJECTIVES ..............................................................................................................................19
1.4 OUTLINE OF THE THESIS ............................................................................................................................20
CHAPTER 2: LITERATURE REVIEW ........................................................................................................... 22
2.1 BRAND ACTIVISM.....................................................................................................................................22
2.2 BRAND ACTIVISM PERCEPTION ...................................................................................................................24
2.3 BRAND ATTITUDE ....................................................................................................................................25
2.4 BRAND LOYALTY ......................................................................................................................................26
2.5 GENERATIONAL COHORTS..........................................................................................................................28
2.6 DIFFERENCES BETWEEN CORPORATE SOCIAL RESPONSIBILITY AND BRAND ACTIVISM .............................................32
2.7 DIFFERENCES BETWEEN CAUSE RELATED MARKETING AND BRAND ACTIVISM ......................................................33
CHAPTER 3: RESEARCH MODEL/HYPOTHESES AND THEORETICAL BACKGROUND .................................. 36
3.1 RESEARCH HYPOTHESES ............................................................................................................................36
3.2 RESEARCH MODEL ...................................................................................................................................41

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CHAPTER 4: RESEARCH METHODOLOGY ................................................................................................. 44
4.1 DATA COLLECTION ...................................................................................................................................44
CHAPTER 5: RESULTS AND FINDINGS ...................................................................................................... 48
5.1 DESCRIPTIVE STATISTICAL ANALYSES ............................................................................................................48
5.1.6 EXPLORING GENERATIONAL VARIATIONS: ANALYZING QUESTIONNAIRE RESPONSES BY AGE GROUP ......................56
5.2 TESTING HYPOTHESES WITH INFERENTIAL STATISTICS ......................................................................................76
5.2.4 CONFIRMATION OF MEASUREMENT MODELS THROUGH CONFIRMATORY FACTOR ANALYSIS ...............................76
5.2.5 VALIDITY AND RELIABILITY ......................................................................................................................77
5.3 RESEARCH HYPOTHESIS EXAMINING THE MODERATING IMPACT OF AGE .............................................................92
5.2 DISCUSSION ............................................................................................................................................95
CHAPTER 6: CONCLUSION ...................................................................................................................... 98
6.1 THEORETICAL AND PRACTICAL CONTRIBUTIONS OF THE STUDY ..........................................................................99
6.2 LIMITATIONS OF THE STUDY .....................................................................................................................101
6.3 SUGGESTIONS FOR FUTURE RESEARCH IN BRAND ACTIVISM ...........................................................................102
REFERENCES ......................................................................................................................................... 105
APPENDICES ......................................................................................................................................... 124

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Publication

The findings of this research work have been utilized as a contribution to academia in the
form of publication of research paper for upcoming International Conference in Latest
Advancements in Science, Management, Commerce and Educational Research (LASMCER2023) which is scheduled on 25th & 26th October 2023 in Toronto, Canada. The publication will
be presented under the title, “The Impact of Brand Activism on Consumer Attitudes and Loyalty:
The Moderating Effect of Authenticity Perception and Generational Cohorts”.
Akhgari, M., Baradaran-Rafiee, V., Singh, M., & Mann, R. (2023). The Impact of Brand
Activism on Consumer Attitudes and Loyalty: The Moderating Effect of Authenticity Perception
and Generational Cohorts.

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Abstract
Brand Activism, a contemporary trend characterized by brands actively participating in
socio-political and environmental causes, has gained significant attention due to its potential to
impact brand reputation, sales, and overall image. This study aims to investigate how Brand
Activism influences Brand Loyalty among diverse generational cohorts, including Generation Z,
Millennials, Generation X, and Baby Boomers, within the Canadian context. This research
addresses a notable gap in the existing literature by conducting a comparative analysis. Utilizing
a quantitative approach, this research administered a comprehensive survey questionnaire that
garnered 286 responses. The study employed the Partial Least Squares (PLS) method to extract
valuable insights into customer perceptions and loyalty towards brands engaged in activism.
Notably, the research findings robustly confirm the research model, establishing a clear and
positive association between brand activism, brand attitude, and brand loyalty.
To gain deeper insights into customer perspectives and attitudes regarding brand
activism, the LGBTQ+ movement serves as an illustrative case study in the survey. The research
findings robustly affirm the initial hypotheses, demonstrating that brand activism impacts brand
attitude and brand loyalty, with variations observed across different generational cohorts. These
insights hold significant potential to benefit various stakeholders, including academicians,
strategists, marketers, and brand managers, by providing essential information for informed
decision-making thereby facilitating formulation of targeted marketing strategies that foster
business growth.

Keywords:

Brand Activism, Generational Cohorts, Generation Z, Millennials,

Generation X, Baby Boomers, Brand Loyalty, Customer Attitudes, LGBTQ+

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Acknowledgement
The successful completion of this work is attributed to all the people who have inspired
me to undertake this research work and I am truly grateful to them all for imposing faith in my
abilities and instilling grit to pursue this research work with passion.
I feel truly blessed to have been chosen by Almighty Lord to undertake this research
work. I am privileged to have such an amazing supervisor, Dr. Vahideh Baradaran, who stood as
my pillar of strength throughout the research work. This project wouldn’t be the way it is without
her valuable guidance and unending support. A big thank you Ma’am for inspiring, encouraging
and motivating me each step on the way. I am also grateful to Dr. Mehdi Akhgari for his
valuable feedback and suggestions on improving the work.
My heartfelt thanks to my family who supported me in every possible manner to
accomplish this task. Thank you, papa, Dr. S. S. Mann for going that extra mile to get the
questionnaires filled for your daughter’s research work. I am also grateful to my dad’s friend,
Mr. Balwant Singh, who contributed immensely to data collection.
I am truly grateful to all my friends, especially Jeans and Pramod who gave their valuable
suggestions on improving the quality of work and for instilling the courage and confidence in me
to delve deeper into the research work to draw meaningful conclusions.

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Certification
This is to certify that the Master's Thesis titled, “A Comparative Study of the Impact of
Brand Activism on Customers’ Brand Loyalty: Generation Z, Millennial, Generation X and Baby
Boomers” submitted by Ratnakar Mann in partial fulfillment of the requirements for the degree
of Master of Business Administration at University Canada West is a bona fide and original
research work carried out by Ratnakar Mann under Dr. Vahideh Baradaran’s supervision.

Ratnakar Mann
University Canada West
September 5, 2023

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Dedication

This research work is dedicated to all the international students, who leave their comfort
zones and venture into a new country to refabricate their lives. May this work inspire them all to
embark on their own journeys of discovery and enlightenment.

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List of Abbreviations
o

AVE - Average Variance Extracted

o

BA - Brand Activism

o

CR - Composite Reliability

o

CRM – Cause Related Marketing

o

CSR – Corporate Social Responsibility

o

GCT - Generational Cohort Theory

o

HTMT - Heterotrait-monotrait ratio of correlations

o

LGBTQ+ - Lesbian, gay, bisexual, and transgender

o

PLS – Partial Least Squares

o

PLS-MGA - Partial Least Squares - Multi-Group Analysis

o

RO – Research Objective

o

RQ – Research Question

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List of Tables
Table 1: Frequency distribution related to gender of respondents

49

Table 2: Frequency distribution of respondents' age in this research

49

Table 3: Frequency Distribution of Respondents' Nationality in the Research

50

Table 4: Results of Data Skewness

52

Table 5: Normality Test

54

Table 6: Q1-1 Cross Tabulation Results

57

Table 7: Q1-2 Cross Tabulation Results

58

Table 8: Q1-3 Cross Tabulation Results

60

Table 9: Q1-4 Cross Tabulation Results

62

Table 10: Q2-1 Cross Tabulation Results

63

Table 11: Q2-2 Cross Tabulation Results

64

Table 12: Q2-3 Cross Tabulation Results

65

Table 13: Q2-4 Cross Tabulation Results

67

Table 14: Q4-1 Cross Tabulation Results

68

Table 15: Q4-2 Cross Tabulation Results

70

Table 16: Q4-3 Cross Tabulation Results

71

Table 17: Q4-4 Cross Tabulation Results

72

Table 18: Q4-5 Cross Tabulation Results

74

Table 19: Cronbach’s Alpha Statistic Values for the Research Constructs

75

Table 20: Cronbach's Alpha Statistic Values for the Research Constructs

78

Table 21: Composite Reliability

79

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Table 22: Factor Loading

80

Table 23: Values of Average Variance Extracted (AVE) of Research Variables

81

Table 24: Statistics Summary

81

Table 25: Fornell-Larcker Criterion

83

Table 26: HTMT Index

84

Table 27: Divergent Validity Matrix Using the Reciprocal Factor Loadings

85

Method
Table 28: The Coefficient of Determination of the Endogenous Structure of the

88

Research Model
Table 29 The Size of the Effect of Exogenous Structures on the Endogenous

89

Structure of Research
Table 30 Research Model Goodness of Fit Value

90

Table 31 Significant Relationships Among Instruments

91

Table 32: Hypothesis Results

92

Table 33: Multi-Group Analysis (PLS-MGA) Results for Age

93

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List of Figures

Figure 1: Research Model

41

Figure 2: Conceptual Model of the Research with Path Coefficients and
External Loads

81

Figure 3: Conceptual Model of the Research with Path Coefficients

86

Figure 4: Research Conceptual Model along with Path Coefficient and TValues

87

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Chapter 1: Introduction
Brand Activism encompasses a contemporary phenomenon observed in various corporate
entities, where they actively engage in and endorse social, political, and environmental issues
that are in alignment with their core values, mission, and vision (Sarkar & Kotler, 2020). The
roots of Brand Activism can be traced back to the latter part of the 20th century, and it has
steadily evolved and gained prominence since then (Craddock et al., 2018). Notably, there has
been a discernible increase in Brand Activism, with companies increasingly aligning themselves
with social and political causes (Korschun, 2021). To illustrate, Ben & Jerry's Ice Cream has
been forthright and proactive in their support for LGBTQ+ rights, advocating for marriage
equality and non-discrimination laws ("LGBTQ+ rights," 2022). They have introduced limitededition ice cream flavors and collaborated with LGBTQ+ organizations to both raise awareness
and generate funds (Tressoldi et al., 2023).
During Pride Month in 2023, many businesses showcased their strong support for the
LGBTQ community in impressive ways. Nike, for example, not only emphasized its dedication
to inclusivity but also introduced a visually striking makeover for its iconic Nike Air Max,
featuring the vibrant colors of the Pride flag. Nike demonstrated their commitment by allocating
more than $3 million to support various organizations focused on advancing LGBTQ rights and
well-being. Additionally, several other prominent brands, such as Apple with its Pride Edition
Apple Watch, as well as London Drugs, Shoppers Drug Mart, TD Bank, RBC, Amazon, and
Starbucks, stood in solidarity with the LGBTQ community during Pride 2023. These companies
not only embraced the ethos of inclusion but also actively contributed to nurturing a more
inclusive and accepting global community by taking stand on LGBTQ+ issue ("Parades but no
public posts: Which brands are supporting pride in the wake of backlash?", 2023).

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In a similar vein, Patagonia, a well-known company specializing in outdoor apparel and
gear, has emerged as a trailblazer in championing environmental conservation through brand
activism ("Environmental activism - Patagonia," 2023). Patagonia has taken proactive steps to
endorse environmental causes, allocating a substantial portion of their profits to grassroots
organizations and launching initiatives to combat climate change, all while advocating for the
safeguarding of public lands.
On the other hand, Nike, a distinguished sportswear brand, has positioned itself as a
staunch supporter of racial equality and social justice matters (Waymer & Logan, 2021).
Through their "Equality" campaign, which features influential athletes like LeBron James and
Serena Williams, Nike has actively promoted diversity and inclusion. Furthermore, the company
has openly lent its support to the Black Lives Matter (BLM) movement and made contributions
to organizations dedicated to addressing issues of racial injustice (Eyada, 2020). The prominent
examples of activist campaigns include Nike's "For Once, Don't Do It" campaign, which lent its
support to the Black Lives Matter movement (Schmidt et al., 2021). Another noteworthy Brand
Activism movement is Airbnb's "We Accept" campaign, which advocated for immigrants,
refugees, and survivors of war or natural disasters (Dolnicar, 2021).
These examples mentioned above depict that Brand Activism has surfaced as a response
to societal shifts and evolving consumer expectations (Verlegh, 2023). Inspired by the
achievements of companies that have authentically engaged with social, political, and
environmental issues, numerous businesses have embraced this approach as a means to attract a
broader customer base. It's crucial to understand that Brand Activism has a twofold impact.
While taking a stance on social issues can foster support and loyalty from specific customer
segments, it can also potentially alienate those with differing viewpoints (Pöyry & Laaksonen,

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2022). To maintain authenticity, companies must carefully consider the possible consequences of
their positions (Clemensen, 2017). Therefore, Brand Activism requires a shift in how businesses
handle their communication and social responsibility efforts, drawing inspiration from the
strategies employed by social movements (Manfredi, 2019). Additionally, achieving success in
this endeavor involves implementing concrete actions that align with the brand's activism and
conducting thorough research to responsibly understand and connect with the target audience
(Benner, 2018).

Nevertheless, it is imperative to recognize that consumers of various products belong to
different generational cohorts, underscoring the crucial need to examine and explore how brand
activism influences customer behavior, attitudes, and loyalty across these diverse generational
groups. Extensive research findings have indicated that individuals from distinct generations
exhibit varying perceptions, attitudes, and behaviors in response to brands taking positions on
various issues (King et al., 2017). Furthermore, these generational disparities stem from a broad
spectrum of values and beliefs that have been molded by the historical, cultural, and economic
contexts during their formative years. Factors such as upbringing, life experiences, and societal
influences, which are unique to each generation, play pivotal roles in shaping their perspectives
and reactions towards brand activism initiatives (Kamenidou et al., 2020). Each generational
cohort also demonstrates distinct communication preferences and tends to gravitate toward
specific communication channels. Delving into the repercussions of brand activism on these
diverse generations enables the identification of the most effective communication strategies for
advancing social causes and fostering engagement (Kamenidou et al., 2020).

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Additionally, research has demonstrated that aligning brand activism with the values of a
particular generational cohort can enhance the potential for establishing a meaningful connection
with that group (Rahulan et al., 2015). Furthermore, an examination of how brand activism
affects each generation helps identify which social causes resonate most strongly with specific
age groups, aiding in the selection of causes and crafting relevant messaging (Whittier, 1997). It
is also noteworthy that studies have consistently indicated that brand activism can exert a
significant influence on both brand loyalty and advocacy (Rivaroli et al., 2022). By delving into
each generation's response to brand activism initiatives, valuable insights can be gained into how
these campaigns impact brand loyalty and the likelihood of customers becoming advocates for
the brand (Vredenburg et al., 2020).
Consequently, it is of utmost importance for businesses to gain an understanding of how
brand activism strikes a chord with these diverse demographic segments. Such insights are
pivotal for crafting targeted strategies that effectively engage and resonate with each generation
(Kubetzek, 2023). Research has also underscored the value of tailoring brand activism
campaigns to align with the preferences and values of different generational cohorts, as this can
lead to heightened brand loyalty, increased advocacy, and the cultivation of enduring customer
relationships. Therefore, the examination of the impact of brand activism on various generations,
including Generation Z, Millennials, Generation X, and Baby Boomers, assumes significant
importance given their distinctive characteristics, behaviors, and attitudes (Kubetzek, 2023).
In alignment with the aforementioned concepts, the primary objective of this
comparative study is to address existing knowledge voids by examining the influence of brand
activism on brand loyalty among Generation Z, Millennials, Generation X, and Baby Boomers.
While conducting a review of the existing literature on Brand Activism, it was noted that

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although certain studies have delved into measuring the impact of Brand Activism on Brand
Loyalty within individual generational groups (Nguyen et al., 2023; Shetty et al., 2019; Kumar,
2022; Kubetzek, 2023; Mekuriaw & Khurana, 2021), no comprehensive comparative study
spanning all four generations—Generation Z, Millennials, Generation X, and Baby Boomers—
has been undertaken thus far. Consequently, the primary aim of this research is to bridge this
research gap and investigate the distinctions in customer attitudes among these different
generational cohorts. Through a thorough analysis of these generational segments, this research
endeavor seeks to uncover valuable insights into how brand activism initiatives impact brand
loyalty within each group and whether certain generational cohorts exhibit a greater
receptiveness to brand activism efforts than others.
In the next section of this chapter, the research problem addressing the gaps in the
existing literature is explored. Following this, the research objectives are highlighted and finally,
the last section of this chapter provides an overview of the structure of the thesis.
1.1 Research Problem and Research Gaps
While there is a growing body of literature exploring the impact of brand activism on
consumer behavior, a significant research gap exists in the absence of a comparative study that
encompasses multiple generational cohorts. Previous studies have predominantly focused on the
influence of brand activism within specific generational segments (Shetty et al., 2019; Kumar,
2022; Kubetzek, 2023; Mekuriaw & Khurana, 2021). However, as generational cohorts vary in
their values, beliefs, and responses to social and environmental issues, there is a critical need for
a comparative examination to provide a comprehensive understanding of how brand activism
resonates across these distinct age groups.

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This research aims to fill this gap by conducting a comparative study that examines the
impact of brand activism on customers' brand attitudes and subsequent brand loyalty within the
context of Generation Z, Millennials, Generation X, and Baby Boomers. By addressing this gap,
the study will contribute valuable insights to both academic literature and marketing
practitioners, offering a nuanced understanding of the dynamics of brand activism and its effects
on consumer behavior across diverse generational cohorts.
1.2 Research Questions
This research work primarily focuses on three research questions which are closely
associated with the research hypotheses and research objectives.
RQ1. What is the impact of Brand Activism Perception on Customer’s Brand Attitude?
This research question delves into the core of the study, aiming to understand how a
company's engagement in brand activism, which involves taking a stance on social or
environmental issues, affects the way customers perceive and relate to the brand. Brand attitude
encompasses a range of emotional, cognitive, and behavioral responses towards a brand,
including feelings, beliefs, and intentions. By exploring this question, the research seeks to
uncover whether brand activism initiatives positively or negatively influence customers' overall
attitudes toward the brand. This understanding is crucial for businesses as it can help them gauge
the effectiveness of their socially responsible efforts in shaping consumer perceptions.
RQ2. What is the relationship between brand attitude and brand loyalty?
This research question investigates the linkage between two vital constructs in
marketing—brand attitude and brand loyalty. Brand attitude refers to the favorable or
unfavorable sentiments consumers hold toward a brand, while brand loyalty reflects the extent to
which customers are committed to purchasing and supporting that brand over others. By

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exploring this relationship, the research aims to uncover whether a positive brand attitude is
indeed a precursor to brand loyalty. Understanding this relationship is pivotal for businesses, as it
informs strategies to enhance brand loyalty by fostering positive brand attitudes among
consumers.
RQ3. What is the moderating impact of Brand Activism on brand attitude across different
generational cohorts?
This research question introduces the critical dimension of generational cohorts,
recognizing that different age groups, such as Generation Z, Millennials, Generation X, and
Baby Boomers, have distinct worldviews, values, and attitudes. It explores whether the impact of
brand activism on brand attitude varies across these generational segments. In essence, it seeks to
understand whether the effectiveness of brand activism differs among these diverse age groups
and whether certain generations are more responsive to socially responsible initiatives than
others. This investigation is essential for businesses as it allows them to tailor their brand
activism strategies to resonate with specific generational cohorts, optimizing their marketing
efforts and impact.
Collectively, these research questions provide a comprehensive examination of the
complex interplay between brand activism, brand attitude, brand loyalty, and generational
cohorts. They aim to shed light on the intricate dynamics at play in the contemporary marketing
landscape, helping businesses better understand and connect with their target audiences while
addressing a notable research gap in the field.
1.3 Research Objectives
This research aims to fill a critical research gap by conducting a comparative study that
explores the impact of brand activism on customer attitudes and brand loyalty across multiple

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generations. While some studies have investigated this relationship within specific generational
cohorts, there is a lack of comparative research that considers the unique perspectives and
responses of different generations. This study seeks to address this gap and provide valuable
insights into the dynamics of brand activism and its influence on brand attitudes and loyalty
among different age groups. The research objectives are stated as under:
RO1. To examine the impact of Brand Activism Perception on Customer's Brand
Attitude across multiple generational cohorts, including Generation Z, Millennials, Generation
X, and Baby Boomers.
RO2. To investigate the relationship between Customer's Brand Attitude and Brand
Loyalty, exploring how a positive brand attitude influences brand loyalty.
RO3. To assess the moderating impact of Brand Activism on Customer's Brand Attitude
across different generational cohorts, shedding light on how generational differences might affect
the relationship between brand activism and brand attitude.
1.4 Outline of the Thesis
The thesis has been divided into different chapters with each chapter focusing on various
aspects. Chapter 1 introduces the research topic thereby enlisting the research gap and the
research problem. Furthermore, research questions and research objectives are mentioned in this
chapter.
Chapter 2 discusses the literature review wherein the prior studies conducted on brand
activism, brand attitude, brand loyalty and generational cohorts are thoroughly reviewed to
examine the research gap that exists in the prevalent brand activism literature. Furthermore, the
differentiation between Corporate Social Responsibility, Cause Related Marketing and Brand
Activism is explored in this chapter.

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Chapter 3 highlights the research model, hypotheses and lays a structural foundation and
provides a theoretical framework highlighting the key concepts underlying the research work.
Chapter 4 emphasizes the research methodology used to achieve the research objectives.
Chapter 5 focuses on the results obtained through quantitative analysis and the inferences
drawn and the insights revealed are discussed in detail in relation to research objectives.
Chapter 6 sums up the key findings of the research work and the conclusion drawn is
explained in context of managerial and academic contributions. Furthermore, limitations of the
study are highlighted, and recommendations are made for future research in the related domain.

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Chapter 2: Literature Review
This chapter reviews the notable research work done in the field of brand activism in
context of the constructs used in this research work. The first section discusses the existing
prominent research in the field of Brand Activism. The second section explores the studies
conducted pertaining to brand activism perception. The next section highlights the concept of
brand attitude. The fourth section highlights the importance of the variable, Brand loyalty. The
fifth section is primarily focused on unraveling the differences that exist in generational cohorts
in terms of their values, perceptions, and beliefs. The sixth section explores the nuanced
relationship between CSR and Brand Activism. The last section of the chapter highlights the
differences between CRM and Brand Activism.
2.1 Brand Activism
Although it's a relatively recent area of focus within academic discussions, there are
several definitions of the term Brand Activism (BA) in the literature. In line with Sarkar and
Kotler, Brand Activism can be understood as "business endeavors aimed at promoting,
obstructing, or guiding social, political, economic, and/or environmental reform or stability,
driven by the intention to advance or hinder societal enhancements" (p. 24). Moorman provides
an alternate definition, describing it as "public statements or actions related to partisan issues,
made by a company or on its behalf, utilizing its corporate or individual brand identity" (p. 388).
Vredenburg et al. characterize Brand Activism as "a purpose-driven and values-oriented strategy
in which a brand takes a non-neutral stance on socially and politically contested matters to
instigate social change and achieve marketing success" (p. 446).
In general, when considering the definition of Brand Activism (BA), the literature
underscores the following key points: 1.BA is directed toward addressing contemporary societal

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issues. 2.BA encompasses not only communication but also concrete actions. 3. BA is grounded
in and driven by the fundamental values of the corporation. 4. BA is primarily intended to foster
socio-political progress. 5.(Authentic) BA should not primarily aim at boosting brand and
marketing outcomes, although these can serve as partial motivators and valuable by-products.
Brand activism, a strategy characterized by companies taking proactive stances on social,
political, or environmental issues with the aim of creating positive societal change, has gained
significant prominence in the contemporary business landscape (Savitz, 2013). The increasing
importance of brand activism in the business world can be attributed to a variety of factors.
Firstly, there has been a shift in consumer expectations, particularly among millennials and Gen
Z (Chagas, 2022). These younger generations now expect brands to align with their values and
actively support causes that resonate with them (Bandara et al., 2023). Demonstrating a
commitment to making a positive impact on society has become essential for companies looking
to attract these socially conscious consumers (Shetty et al., 2019).
Secondly, in an era characterized by widespread social media use and easy access to
information, consumers have become more discerning and skeptical regarding brands' motives.
Consequently, authenticity and transparency in business practices have become critical. Brand
activism provides companies with a genuine platform to showcase their dedication to addressing
social and environmental concerns (Cammarota et al., 2021).
Thirdly, embracing brand activism can confer a competitive advantage upon companies.
By taking a stand on significant issues, they can resonate with a loyal customer base that shares
similar values and beliefs, setting themselves apart from competitors (Pimentel & Didonet,
2021). Furthermore, brand activism plays a pivotal role in attracting and retaining top talent,

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particularly among younger generations of employees who seek to work for companies that have
a positive societal impact (Verlegh, 2023).
Additionally, participating in brand activism can yield favorable public relations
outcomes, generating positive media coverage and enhancing a company's overall reputation and
public image. Moreover, the integration of social and environmental initiatives into a company's
business strategy promotes long-term sustainability by fostering stronger relationships with
customers and stakeholders (Parris & Guzman, 2023).
Following the discussion on the advantages of Brand Activism, it is crucial to underscore
that brand activism is not without its risks. Numerous research studies have been conducted,
shedding light on the fact that publicly taking a stance on contentious issues can lead to the
alienation of specific customer segments, potentially resulting in backlash and negative publicity
(Vredenburg et al., 2020; Mukherjee & Althuizen, 2020). These studies have emphasized that for
brand activism to be effective and well-received, it must align with the company's fundamental
values, exhibit authenticity, and be substantiated by consistent actions, rather than relying solely
on superficial marketing tactics (Vredenburg et al., 2020).
2.2 Brand Activism Perception
Brand Activism Sentiment refers to the collective feelings, beliefs, and attitudes of
consumers toward a brand's engagement in social and political issues. It represents the degree to
which customers perceive and respond to a brand's efforts in advocating for or taking a stance on
various societal and environmental matters. This sentiment can range from positive, indicating
support and alignment with the brand's activism, to negative, suggesting disagreement or
skepticism about the brand's motivations and actions in these domains (Livas et al.,2023). It

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serves as a crucial metric for evaluating how a brand's activism initiatives resonate with its target
audience and can influence consumer attitude, behavior, loyalty, and purchase decisions.
Brand Activism Perception encompasses consumers' beliefs about whether a brand takes
a public stance on these issues, the sincerity of their efforts, and whether they support causes
aligned with the consumers' values. This perception can significantly influence consumer
behavior, including purchase decisions, brand loyalty, and advocacy. Studies reveal that brands
that are perceived as genuine and aligned with customers' values on issues like LGBTQ+ rights,
environmental sustainability, or social justice often enjoy increased customer loyalty and positive
word-of-mouth (Nguyen et al., 2023). Conversely, brands that are perceived as insincere or
opportunistic in their activism efforts may face backlash and lose consumer trust (Shetty et al.,
2019). As such, brand activism perception is a critical aspect of modern brand management,
where consumers increasingly seek meaningful connections with brands that align with their
social and ethical beliefs.
2.3 Brand Attitude
"Brand attitude" refers to a consumer's holistic assessment of a brand. This evaluation can
encompass both product-related features and their associated benefits, as well as non-productrelated attributes and the symbolic advantages linked to the brand. (Faircloth et al., 2001; Ferrell
et al., 2019). Brand attitude and brand activism are closely linked, as they both wield substantial
influence over how consumers perceive and act in relation to a brand. Brand attitude signifies a
consumer's comprehensive assessment of a brand, encompassing their emotional connection,
trust, and loyalty to it. Studies have revealed that when a brand's activism aligns harmoniously
with the values and concerns of its target audience, it has the potential to positively impact brand
attitude (Mukherjee & Althuizen, 2020). According to Nguyen et al. (2023) consumers who

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perceive a brand as socially responsible and in sync with their own beliefs are more inclined to
develop favorable brand attitudes Several studies have further revealed that if a brand's activism
comes across as insincere or runs counter to its fundamental principles, it can lead to unfavorable
brand attitudes and erode consumer trust (Schleier,2021; Eyada, 2020). Hence, the strategic
integration of brand activism, grounded in authentic values and consistent communication, is
vital for nurturing positive brand attitudes and cultivating enduring brand loyalty. In this
research study, a hypothesis has been framed that Brand Activism positively influences
Customer's Brand Attitude and the research model explained in the next chapter highlights this
relationship.
2.4 Brand Loyalty
Brand Loyalty is a multi-faceted concept that has been a focal point of examination in
marketing literature for the past half-century, holding paramount importance for brand managers
(Mellens et al., 1996). However, due to variations in its conceptualization among scholars,
achieving a universally accepted and objective measure of this concept has proven to be a
challenging endeavor (Ishak & Abd, 2013). To commence, this concept can be characterized as
the preferential selection of a brand's products or services by consumers (Tucker, 1964).
Additionally, Jacoby and Kyner (1973) contend that brand loyalty encompasses both attitudinal
and behavioral dimensions. They emphasize that marketers should not solely focus on repeat
purchases but should also comprehend the attitudinal facet of brand loyalty (Jacoby & Kyner,
1973).
In essence, while behavioral loyalty pertains to the frequency of purchase, attitudinal
loyalty signifies a psychological commitment to a brand, not necessarily tied to repeat purchases
but rather to the intention to make future purchases and recommend the brand to others (Ishak &

27
Abd, 2013). Furthermore, Fournier and Yao proposed that customer loyalty is a composite of
two fundamental components: relative attitude and repeat patronage (Fournier & Yao, 1997). In
their research, they delineated four specific loyalty-related conditions: no loyalty, spurious
loyalty, latent loyalty, and genuine loyalty.
Customer loyalty is associated with various advantages, including reduced price
sensitivity, positive word-of-mouth recommendations, decreased expenses in acquiring new
customers, and enhancements in the organization's overall profitability (Dick & Basu, 1994;
Rowley, 2005). Certain researchers (Akbari et al., 2021) have explored the influence of CSR
initiatives on loyalty and determined that there exists a clear correlation between these two
factors. Considering the above, this research aims to explore the impact of Brand Activism on
Brand Loyalty and by connecting Brand Activism, Brand Attitude and Brand loyalty, a
hypothesis has been framed which mentions that customer's Brand Attitude positively affects
Brand Loyalty.
In recent times, the concept of brand activism has attracted considerable attention among
researchers and marketing practitioners. Numerous studies have underscored the beneficial
effects of brand activism on brand loyalty (Nguyen et al., 2023), emphasizing how consumers
tend to establish emotional bonds and demonstrate heightened loyalty to brands actively involved
in significant social and environmental endeavors (Rivaroli et al., 2022). Additionally, research
has revealed a growing consumer preference for brands that align with their values and actively
contribute to causes of importance to them (Gonring, 2008). Consequently, brand activism has
evolved into a potent tool for companies to establish stronger connections with their target
audience and cultivate brand loyalty (Nguyen et al., 2023).

28
As a result, brand activism has emerged as a crucial strategy for businesses aiming to
foster increased brand loyalty, foster a favorable brand image, and engage with socially
conscious consumers. By proactively addressing societal issues and advocating for positive
change, brands can develop enduring connections with their target audience and make a
meaningful impact while distinguishing themselves in a competitive market (Bhargava & Bedi,
2022). Consequently, comprehending the role and significance of brand activism is imperative
for marketers and brand managers as they navigate the ever-evolving landscape of consumer
preferences and values (Eyada, 2020).

2.5 Generational Cohorts
Given that different generations possess unique values, life experiences, expectations,
and lifestyles that significantly influence their consumer behaviors, it is essential for brands to
recognize these distinctive characteristics and adapt their strategies and branding approaches
accordingly. This adaptation extends to aspects such as communication strategies, which are
closely linked to the concept of Brand Activism (Williams & Page, 2011).
In this comparative research study, four generations i.e., Generation Z, Millennial,
Generation X and Baby Boomers are primarily considered. The younger generational cohort,
often referred to as Generation Z, Gen Z, encompasses individuals born between 1997 and 2012.
Millennials, also known as Generation Y or Digital Natives, are people who were born between
1981 and 1996. Individuals belonging to Generation X were born between 1965 and 1980, and
they are currently in their early 40s to late 50s. Individuals belonging to the Baby Boomer
generation, born between 1946 and 1964, are typically in their late 50s to late 70s.

29
Research studies suggest that there are noteworthy distinctions even between adjacent
generations, suggesting that these differences may result in varying responses to the same
messaging, including those related to Brand Activism (Casalegno et al., 2022). Research
indicates that recent generations tend to share more common values across countries (Egri &
Ralston, 2004). For instance, Millennials are influenced by traditional values passed down by
their parents, emphasizing the importance of work, family, and a sense of duty while exhibiting
individualistic tendencies (Casalegno et al., 2022). On the other hand, Generation Z is often
described as realistic, persistent, self-aware, self-reliant, and innovative. They are considered the
first digital natives, having grown up in a technology-driven world (Milotay, 2020).
Furthermore, studies suggest that Millennials, in comparison to preceding generations,
exhibit greater openness and a higher level of acceptance when it comes to societal issues, such
as matters related to homosexuality, transsexuality, and the advocacy of intersectional feminism
(Chironi, 2019; Roxas & Marte, 2022). This generational cohort actively supports direct action
and social confrontation as means to achieve their objectives and contribute to societal progress
(Chironi, 2019; Prakash & Tiwari, 2021).
Due to their complex relationship with governmental entities, Millennials place a
substantial emphasis on businesses being socially responsible and ethical. Consequently, they
tend to have a favorable view of companies that communicate their Corporate Social
Responsibility (CSR) initiatives (Kotler et al., 2012). However, research suggests that this
generation approaches corporate ethics with a certain level of skepticism, carefully scrutinizing
the underlying motives for these practices and looking for any signs of self-serving agendas
(Chatzopoulou & de Kiewiet, 2020).

30
Regarding the concept of brand activism, certain authors, such as Shetty et al. (2019),
have delved into how this particular generational group might respond to this phenomenon.
However, this research aims to provide valuable insights into how brand activism affects
constructs related to brands not just for Millennials but also for Generation Z, Generation X and
Baby Boomers. In adherence to this, the distinctive attributes, beliefs, values, and perceptions of
different generational cohorts—Generation Z, Millennials, Baby Boomers, and Generation X—
has been discussed next.

2.5.1 Characteristics of Generation Z (Born mid-1990s to early 2010s)
Generation Z, born from the mid-1990s to the early 2010s, embodies several distinct
characteristics. They are digital natives, having grown up in a technology-immersed
environment, displaying exceptional proficiency in using digital devices and eagerly adopting
new technologies. Research studies reveal that Gen Z is socially conscious, demonstrating a
strong commitment to sustainability, diversity, and social justice, making them more inclined to
support brands and causes aligned with these values (Dolot, 2018). Due to their exposure to
copious online information, this generation is known for having a shorter attention span,
necessitating brands to engage them quickly and concisely. Additionally, studies indicate that
Gen Z exhibits a heightened entrepreneurial spirit, displaying a greater interest in launching their
businesses and pursuing side hustles compared to previous generations (Singh & Dangmei,
2016).
2.5.2 Characteristics of Millennials (Born early 1980s to mid-1990s)
Millennials, as a generation, exhibit several defining characteristics. They are inherently
tech-savvy, being the pioneers of the internet and digital technology, and rely extensively on

31
digital platforms for various aspects of their lives, including communication and entertainment.
Studies reveal that Millennials place a significant emphasis on the value of experiences over
material possessions, often allocating their resources towards travel, dining out, and other
enriching life experiences (Kurz et al., 2019). Further studies provide insights that they are also
characterized by their strong commitment to diversity and inclusivity, both in the workplace and
society, actively advocating for equal rights and supporting social justice causes (Purani et al.,
2019). Additionally, work-life balance is a priority for Millennials, and they actively seek job
opportunities that offer flexibility and the chance to pursue personal passions alongside their
careers.
2.5.3 Characteristics of Baby Boomers (Born mid-1940s to early 1960s)
Baby boomers exhibit a range of defining characteristics. They are often seen as workcentric individuals who prioritize job security and long-term career stability, displaying loyalty
to their employers. Studies reveal that many boomers hold traditional values, placing importance
on family, marriage, and community, and they often possess a strong sense of duty and
responsibility (Yu & Miller, 2005). Achieving financial security and homeownership are
noteworthy goals for this generation, and they tend to adopt a more conservative approach to
finances and investments. Research also reveals that while some baby boomers have embraced
technology, they are generally less tech-dependent than younger generations, often preferring inperson communication and traditional media channels for information and social interaction
(Hun & Yazdanifard, 2014).
2.5.4 Characteristics of Generation X (Born mid-1960s to early 1980s)
Generation X, often referred to as Gen Xers, embodies a set of distinctive characteristics.
They are renowned for their independence and self-reliance, having come of age amidst

32
economic and social turbulence, which has shaped their resilience. Research studies reveal that
Gen Xers tend to approach life with skepticism, especially toward institutions and advertising,
preferring to base their decisions on facts and pragmatism (Oblinger, 2003). Many find
themselves in a balancing act between caring for aging parents and raising their own children, a
dual responsibility that significantly influences their values and priorities. Studies reveal that
adaptability is another hallmark of this generation, as they have seamlessly transitioned through
various technological advancements and societal shifts with an open-minded outlook (Glass,
2007).
Therefore, as mentioned above, the literature on generational cohorts highlights that each
generation possesses unique attributes, beliefs, values, and perceptions shaped by their
experiences and the historical context in which they grew up (Glass, 2007). These distinctions
have important implications for marketing, workplace dynamics, and social trends, as they
influence how each generation interacts with products, services, and societal issues (Berraies et
al., 2017). Researchers continue to delve into these generational differences to provide insights
for businesses and policymakers.
2.6 Differences between Corporate Social Responsibility and Brand Activism
Research studies reveal that Corporate Social Responsibility (CSR) and Brand Activism
represent two distinct strategies for addressing social and environmental concerns, each with its
unique emphasis and purpose (Marchiondo, 2022). CSR constitutes a comprehensive, enduring
approach adopted by companies to integrate social and environmental considerations into their
core business operations and values. It signifies a dedication to ethical conduct and sustainable
practices that extend beyond mere profit-driven motives. CSR initiatives encompass a wide array
of sustainable endeavors, ranging from carbon footprint reduction and the promotion of

33
workplace diversity to support for local communities (King & McDonnell, 2012). The primary
objective of CSR is to align a company's actions with the betterment of society and the
environment, often with an eye toward enhancing corporate reputation and building trust among
stakeholders (Doh & Guay, 2006).
In contrast, research reveals that Brand Activism takes on a more vocal and proactive
role, where a brand adopts a clear and sometimes controversial stance on specific socio-political
issues (Doh & Guay, 2006). While it may have social or environmental objectives, its principal
aim is to instigate change and champion causes closely connected to the brand's identity or
values. Brand activism typically focuses on external engagement, involving public positions,
advocacy participation, or support for social movements (Korschun, 2021). It is driven by a
desire to effect change on issues and may be viewed as a more immediate response to prevailing
events or societal matters.
Therefore, as mentioned above, the research studies reveal that CSR represents a broader,
more enduring commitment to responsible business practices stemming from a sense of
corporate responsibility, whereas Brand Activism constitutes a more assertive, externally
oriented approach aimed at influencing change on specific issues while potentially garnering
attention and consumer support for the brand (Doh & Guay, 2006; King & McDonnell, 2012 ;
Marchiondo, 2022).
2.7 Differences between Cause Related Marketing and Brand Activism
Cause-Related Marketing (CRM) and Brand Activism are distinct corporate strategies
employed to address social and environmental concerns, each characterized by its unique
approach and objectives. Research reveals that CRM entails short-term collaborations between
companies and social causes, primarily motivated by marketing and profit objectives while also

34
contributing to a cause (Shetty et al., 2019). CRM initiatives often manifest as isolated
campaigns or promotions in which a portion of the proceeds from a product or service is directed
toward a charitable organization. Furthermore, studies reveal that he principal aim of CRM is to
enhance a brand's image, boost sales, and appeal to socially conscious consumers (Verlegh,
2023). Nonetheless, it may face skepticism from consumers who question the authenticity of a
company's commitment to the cause, suspecting that profit is the primary driver.
In contrast, studies reveal that Brand Activism involves a more vocal and proactive role
adopted by a brand concerning specific socio-political issues (Mukherjee & Althuizen, 2020). It
is fueled by a desire to effect change and champion social or environmental causes, even if it
necessitates adopting a contentious or polarizing stance. Brand activism typically includes taking
a definitive position on a particular issue and actively advocating for change, potentially
disrupting the status quo. It inherently focuses on external engagement and aims to shape societal
perceptions and policy reforms. While it may align with a brand's values, brand activism is
primarily motivated by a commitment to a specific cause rather than marketing or profit motives.
Therefore, as highlighted above, the research studies reveal that CRM is a marketingdriven, short-term strategy that employs a cause for promotional and profit-related purposes,
whereas Brand Activism represents a more vocal and enduring dedication to advancing social or
environmental causes, even if it requires taking controversial positions and advocating for
change (Mukherjee & Althuizen, 2020; Shetty et al., 2019; Verlegh, 2023).
Comparing and contrasting the three inter-related concepts of CSR, CRM and Brand
Activism, research studies reveal that while CSR, CRM, and Brand Activism all involve
corporate engagement with social and environmental issues, they differ significantly in terms of
their scope, duration, motivation, and integration into a company's operations, ultimately serving

35
distinct purposes in the corporate landscape. (Mukherjee & Althuizen, 2020; Cammarota et al.,
2023). Some research studies suggest that brand activism complements traditional CSR efforts
by aligning them with purpose-driven initiatives (Welser, 2023). Additionally, other research
studies suggest that Brand Activism allows companies to demonstrate their commitment to
making a meaningful impact beyond mere philanthropy (Herzberg & Rudeloff, 2022).

36

Chapter 3: Research Model/Hypotheses and Theoretical Background
The chapter delves deep into the essential concepts that form the basis of our research.
This chapter is divided into two closely connected sections, both of which provide vital insights
into the framework and groundwork of our study. In the first section, a thorough exploration of
research hypotheses is done. These hypotheses not only steer the course of our research but also
serve as the crucible for testing our theories and concepts. The second section of the chapter
introduces our research model, intricately constructed upon the foundation of our hypotheses.
This detailed model offers a visual representation of how variables interact and relate to each
other, bringing clarity to the theoretical framework that informs our study. These two sections
together shed light on the theoretical foundations and methodological structure that are at the
core of our research, providing a comprehensive and cohesive basis upon which our analysis and
findings will be built.
3.1 Research Hypotheses
In adherence to the research objectives mentioned in the previous chapter, the following
research hypotheses were framed which serves as a basis for developing our research model.
H1: Brand activism has a positive impact on customers’ brand attitude.
H2: Positive brand attitude leads to higher brand loyalty.
H3: Generational Cohorts moderate the effects of brand activism on customers’ brand
loyalty.
3.1.1Brand Activism and Brand Attitude
The link between brand activism and the brand attitudes of customers has garnered the
interest of researchers (Atanga et al., 2022; Rivaroli et al., 2022). Previous investigations have

37
demonstrated a robust connection between brand activism and brand attitudes, as exemplified by
the study conducted by Rivaroli, Spadoni, and Bregoli (2022). When customers perceive a brand
as actively engaging in meaningful activism, it can exert a favorable influence on their attitudes
toward that brand. Brand activism has the capacity to elicit emotions, beliefs, and perceptions
that align with the customers' own values, subsequently fostering a more positive attitude toward
the brand (Wannow et al., 2023). Customers may come to regard the brand as socially
responsible, authentic, and trustworthy, thereby bolstering their overall brand attitude. Moreover,
extant research suggests that consumers tend to make purchases from brands whose values align
with their own values and self-identifications (Backman & Lundgren, 2021). Building upon the
existing literature, the following hypothesis is formulated.
H1: Brand activism has a positive impact on customers’ brand attitude.
This hypothesis is grounded in the Social Identity Theory, which posits that individuals
associate themselves with groups, such as generational cohorts, and align with brands that reflect
their shared values and beliefs. Brand Activism, by championing social causes, is expected to
resonate with customers and enhance their brand attitudes as it aligns with their social identity.
Social Identity Theory, initially formulated by Tajfel and Turner in 1979, delves into the
manner in which an individual's self-concept and identity are shaped by their affiliation with
social groups. In the context of this research, this theory holds pivotal significance in elucidating
how generational cohorts establish distinctive group identities and manifest unique attitudes and
behaviors concerning brand activism (Dono et al., 2010). The shared experiences and values of
each generation contribute to the formation of their collective social identity, which subsequently
impacts their perceptions of brand activism and their responses in terms of brand loyalty (Nassar
et al., 2023).

38
As per this theory, individuals strive to uphold a positive social identity by endorsing and
supporting brands that align with the values and beliefs of their respective groups (Nassar et al.,
2023). The application of Social Identity Theory in this study will provide insight into why
specific generational cohorts may exhibit stronger brand loyalty when brands engage in activism
that resonates with their particular social identity (Roques, 2023). Prior research has already
employed this theory to gain insights into its applicability in the context of brand activism (Dono
et al., 2010).
3.1.2 Brand Attitude and Brand Loyalty
Brand attitude encompasses the holistic assessment made by consumers, encompassing
their overall evaluations, beliefs, and emotional responses toward a specific brand. This construct
plays a pivotal role in shaping consumer behaviors and choices. A favorable brand attitude leads
to a more positive perception of the brand, resulting in heightened customer loyalty (Rajumesh,
2014). Brand loyalty is defined as a profound psychological commitment to consistently
repurchase or patronize a preferred product or service in the future, even when situational factors
or marketing efforts could potentially prompt switching behavior (Oliver, 1999, p. 34). It
represents a durable and affirmative attitude that customers hold towards a particular product or
brand (Yoo et al., 2000). Brand loyalty is often considered a fundamental driver of a brand's
success (Albert & Merunka, 2013). When consumers develop a strong affinity and a positive
attitude towards a brand, they are more inclined to engage in repeat purchases, actively interact
with the brand, and even advocate for it. For instance, a study demonstrated that brands like
Nike, which engage in brand activism, tend to attract and retain loyal customers who also hold
favorable attitudes toward the company (Eyada, 2020). Comprehending the connection between
brand attitude and brand loyalty is imperative for marketers as it informs the development of

39
effective strategies aimed at nurturing positive brand perceptions and fostering enduring
customer loyalty. Brands that actively participate in meaningful social causes and adeptly
communicate their efforts to their customers can indeed create a favorable impact on customers'
attitudes toward the brand.
H2: Positive brand attitude leads to higher brand loyalty.
3.1.3 Brand Activism and Generational Cohort
Generational cohort theory is a social science framework that posits that individuals
within a specific population are influenced by distinct events, experiences, and cultural factors
during their formative years, which in turn shape their values, perspectives, and beliefs (Kitchen
& Proctor, 2015). This theory suggests that members of the same generation tend to share
common values and outlooks due to their shared life experiences (Munsch, 2021). Generational
cohort theory proves invaluable when comparing various generations, as it aids in
comprehending how different generations perceive specific issues, including political ideologies,
religious beliefs, and attitudes towards technology (Macky et al., 2008). Furthermore, it has been
applied to investigate how different generations respond to diverse marketing and advertising
approaches, as well as how they interact with each other (Macky et al., 2008).
Age can introduce a moderating influence on the connection between brand activism and
brand attitude. Younger generations generally exhibit greater receptivity to brand activism
initiatives, such as campaigns promoting social causes or sustainable practices. They are more
inclined to hold a positive attitude towards brands that engage in such endeavors (Shetty et al.,
2019). Conversely, older generations may display a reduced propensity to respond favorably to
brand activism initiatives and may hold a more negative stance toward them (Garg & Saluja,
2022). Additionally, older generations might approach brands involved in such initiatives with

40
skepticism, perceiving these efforts as marketing tactics rather than genuine commitments to
social causes and sustainability (Slootweg & Rowson, 2018). Consequently, we propose the
following hypothesis.
H3: Generational Cohorts moderate the effects of brand activism on customers’ brand
loyalty.
The link between brand activism and brand loyalty is intricate and subject to variation
based on factors such as the specific brand, cause championed, and the target audience
(Mukherjee & Althuizen, 2020). When a brand aligns itself with an issue that resonates with the
values and beliefs of its target audience, it has the potential to cultivate a deeper emotional
connection, leading to heightened consumer trust and loyalty (Rivaroli et al., 2022). This
alignment can foster a sense of pride and affinity among consumers, making them more inclined
to sustain their patronage of the brand (Schmidt, 2021). Nevertheless, the effects of brand
activism on brand loyalty can be adverse if the brand's stance conflicts with the values or beliefs
of its target audience, or if the brand's actions are perceived as disingenuous or lacking
authenticity (Mukherjee & Althuizen, 2020). In such instances, consumers may feel estranged or
disillusioned, leading to a decline in their loyalty to the brand (Schmidt, 2021).
This study endeavors to apply the Generational Cohort Theory (Lissitsa & Kol, 2021) to
gain insight into the significance of brand activism within different generational cohorts,
including millennials, Generation X, and baby boomers. The Generational Cohort Theory posits
that individuals belonging to a specific generation share common traits and values that are
shaped by the events and circumstances prevalent during the period in which they came of age
(Lissitsa & Kol, 2021)." Furthermore, Generational Cohort Theory, highlights differences in
values, attitudes, and behaviors among generational groups. It posits that the moderating effect of

41
Brand Activism on the relationship between Brand Attitude and Brand Loyalty will vary across
different generational cohorts due to their distinct social and cultural backgrounds.
Overall, these hypotheses combine insights from Social Identity Theory and Generational
Cohort Theory to provide a comprehensive framework for understanding the impact of Brand
Activism on Customer's Brand Attitude and Brand Loyalty across multiple generational cohorts.
3.2 Research Model
As mentioned above, the constructs of brand activism, brand attitude, brand loyalty and
generational cohorts are taken into consideration while framing the research model. The research
framework postulates that brand activism, which involves utilizing a company's public platform
to endorse social and environmental causes, has the potential to result in heightened customer
loyalty (Roques, 2023). Moreover, it posits that the impact of brand activism on brand loyalty
might be influenced by the generational cohort, implying that various generations could react
distinctively to brand activism endeavors (Leckie et al., 2016).
Figure 1
Research Model

42
The research model has been developed to systematically investigate and comprehend the
intricate dynamics among various key variables. The central focus of this model is to examine
the impact of brand activism on customers' brand attitudes and loyalty, with an additional
consideration of the moderating role played by generational cohorts. The constituent components
of the model are explained next.
Firstly, the relationship between Brand Activism and Brand Attitude is examined and the
first hypothesis is constructed based on these two constructs. This hypothesis asserts a positive
correlation between a brand's active involvement in brand activism, which entails taking a stand
on socio-political issues, and the brand attitudes held by customers. In essence, it posits that
when a brand actively engages in societal and political causes, it is anticipated to exert a
favorable influence on how customers perceive and evaluate the brand.
Secondly, the relationship between Brand Attitude and Brand Loyalty is examined and
the second hypothesis is constructed based on these two constructs. This hypothesis postulates
that positive brand attitudes serve as precursors to elevated levels of brand loyalty. In simpler
terms, when customers harbor positive opinions and attitudes toward a brand (potentially
influenced by the brand's activism efforts as suggested in H1), they are more inclined to
demonstrate loyalty. This loyalty may manifest in the form of repeat purchases, word-of-mouth
recommendations, and an enduring commitment to the brand.
Thirdly, Generational Cohort Moderation is examined by using the third hypothesis
which introduces the concept of generational cohorts as a moderating factor within the nexus of
brand activism and brand loyalty. It suggests that the impact of brand activism on brand loyalty
may exhibit variations contingent upon the generational group to which customers belong. This
implies that distinct generations, such as Millennials, Generation X, Generation Z and Baby

43
Boomers may exhibit diverse responses to brand activism initiatives, with some cohorts
displaying a more pronounced influence than others.
In summation, the research model is dedicated to scrutinizing the repercussions of a
brand's involvement in brand activism on customers' brand attitudes and, subsequently, their
brand loyalty. Furthermore, it acknowledges the nuanced role played by generational cohorts,
recognizing that different generational segments may react differentially to a brand's social and
political engagements. This model provides a meticulously structured framework aimed at
empirically evaluating these relationships, thereby facilitating an enhanced comprehension of the
dynamic interplay among brand activism, brand attitudes, and brand loyalty across various
generational cohorts.

44
Chapter 4: Research Methodology
This study employs a quantitative research design to investigate and analyze the
relationship between brand activism and brand loyalty across various generational cohorts/ in
Canada. A structured survey instrument is used to collect data from participants. Quantitative
research tends to be more objective because it relies on structured data collection methods and
statistical analyses. This reduces the potential for researcher bias in interpreting results.
Quantitative methods offer a wide range of statistical tools and techniques to analyze data
rigorously. These include regression analysis, hypothesis testing, and various multivariate
methods. Quantitative research is highly replicable because it typically involves standardized
data collection procedures and statistical tests. Therefore, the PLS method was used for
quantitative analysis.
4.1 Data Collection
4.1.1 Population and Sampling
The scope of this study encompasses individuals residing in Canada. To ensure
inclusivity and convenience for our participants, we employed a mixed methodology for data
collection. Some participants received a traditional paper questionnaire, while others were
provided with an electronic questionnaire link via the Qualtrics platform. This approach aimed to
optimize data collection efficiency while accommodating the preferences and accessibility of our
study's participants. We received a total of 300 surveys, of which 286 were usable.
4.1.2 Survey Instrument
The primary data collection instrument utilized for this study was a structured
questionnaire. This questionnaire commenced with a brief case study highlighting an anonymous
company's engagement in brand activism to support the LGBTQ+ community. Subsequently, a

45
series of closed-ended questions were employed to gather quantitative data. The questions are
developed based on a thorough literature review and were adopted from previous literature and
are pilot tested to ensure clarity and validity.
4.1.3 Data Collection Procedure
This study employed a hybrid approach, combining web-based surveys and printed
questionnaires for data collection. The utilization of web surveys through Qualtrics in this thesis
presented several advantageous features. The use of Qualtrics facilitated seamless accessibility to
a wide-ranging and representative participant pool, enhancing the study's external validity (Boas
et al., 2020). Real-time data reporting and automated data management tools expedited the
research process, allowing for quicker analysis and a shortened research timeline (Barnhoorn,
et.al., 2015). Moreover, Qualtrics' robust data security measures ensured the confidentiality and
privacy of participants' responses, thereby upholding ethical standards throughout the study
(Molnar, 2019). Importantly, considering that our research aimed to comprehend the moderating
influence of generation cohorts on the relationship between brand activism and brand attitudes,
we recognized the necessity to include participants from the baby boomer generation.
Recognizing that this demographic may not be as comfortable with technology, we thoughtfully
provided printed questionnaires which were subsequently manually entered into Qualtrics,
ensuring their inclusion in our analysis and preserving the integrity of our research results. This
approach enabled us to maintain the diversity and comprehensiveness of our sample, reinforcing
the study's overall robustness and validity. The data collection process spanned a duration of one
month.

46
4.1.4 Measurements
In this research, the measurement instruments utilized were adapted from earlier studies.
We made slight adjustments to the wording of existing scales to better suit the specific context of
our current investigation. To gauge the study variables, we employed five-point Likert scales,
spanning from 1, indicating "strongly disagree," to 5, representing "strongly agree." To quantify
brand loyalty, we utilized a five-item scale adapted from Zeithaml et al. (1996). Similarly, brand
attitude was assessed using a set of four modified items originally proposed by Mitchell and
Olson (1981), while perceived authenticity was evaluated with a collection of seven items
developed by Alhouti et al. (2016).
4.1.5 Statistical Analysis Method
This research has employed a variety of statistical techniques to gain comprehensive
insights. Descriptive statistics, including means, standard deviations, and frequencies, were
calculated to provide a succinct summary of the dataset. Furthermore, inferential statistical
techniques were utilized, particularly structural modeling, to rigorously evaluate our research
hypotheses and reveal complex connections between variables.
Within this analytical framework, we deliberately opted for the utilization of the Partial
Least Squares Structural Equation Modeling (PLS-SEM) method. PLS-SEM is known for its
flexibility and robustness, especially when dealing with smaller sample sizes (Hair and Alamer,
2022). It is well-suited for situations where traditional regression or covariance-based structural
equation modeling (CB-SEM) may not be appropriate due to sample size limitations (Hair, et al.,
2012).
Therefore, the decision to use PLS-SEM in our research with a sample size of 286
responses is well-founded.

47
4.1.6 Ethical Considerations
Participants were informed of the research's purpose and their voluntary participation.
Moreover, they were assured of the confidentiality of the collected data. Moreover, this research
project has undergone a rigorous ethical review process and has been granted approval by the
Ethics Committee at UCW (University Canada West). The committee’s ethical considerations
encompass various aspects of the research process, including the treatment of human subjects,
data collection and handling, confidentiality, and informed consent procedures. By obtaining
ethical approval, we are not only complying with the ethical guidelines set forth by our
institution but also demonstrating our dedication to upholding the principles of integrity and
responsibility in academic research. Furthermore, this approval reinforces the trustworthiness
and credibility of our research findings, as it assures stakeholders, participants, and the academic
community that the study has been conducted in an ethically sound manner.

48
Chapter 5: Results and Findings
In this chapter, we delve into the results of our analysis, which align with the three core
objectives of our study. The first objective centers on uncovering the direct link between brand
activism and customers' brand attitudes. Following this, we explore the connection between
brand attitudes and brand loyalty, which constitutes our second objective. Lastly, we investigate
the moderating influence of age on the relationship between brand activism perception and brand
attitude, addressing our third objective.
The statistical analysis presented herein encompasses both descriptive and inferential
techniques. Descriptive analysis plays a crucial role in establishing a solid foundation for
comprehending our dataset. From there, we transition into the data analysis phase, where we
delve into variable relationships and hypothesis testing. These intertwined phases collectively
contribute to a nuanced presentation of our research findings and provide valuable insights into
the dynamics of brand activism, brand attitudes, brand loyalty, and the role of age as a
moderating factor.
5.1 Descriptive Statistical Analyses
5.1.1 Gender
Table 1 displays the gender distribution among respondents who participated in the
questionnaire. As indicated in Table 1, it is evident that 100 respondents, equivalent to 35% of
the total, are male, while 109 respondents, comprising 38% of the total, are female.
Table 1
Frequency distribution related to gender of respondents.

49

5.1.2 Age
Table 2 illustrates the frequency distribution of respondents' ages. According to Table 2,
the age group with the highest frequency falls within the range of 27 to 42 years, encompassing
75 individuals, equivalent to 26% of the total respondents. Conversely, the lowest frequency is
observed in the age group of 68 to 59 years, comprising 18 individuals, representing 6.3% of the
respondents.
Table 2
Frequency distribution of respondents' age in this research

50

5.1.3 Nationality
Table 3 presents an overview of the respondents' nationality distribution in this study.
Notably, the majority, accounting for 26% of the total, identified as Indian, indicating the highest
frequency.
Table 3

Frequency Distribution of Respondents' Nationality in the Research

Valid Missing value
Indian
Canadian
Nigerian
Filipino
India
Iranian
Prefer not to say
Mexican
Caucasian
Nepalese
Persian
Canada
Myanmar
Afghan Canadian
African
American
Asian
Bangladeshi
Bhutanese
canadian
Canadian Aboriginal
Canadian Eastern European

Frequency Percent
82
28.7
75
26.2
42
14.7
9
3.1
8
2.8
6
2.1
6
2.1
5
1.7
4
1.4
3
1.0
3
1.0
3
1.0
2
.7
2
.7
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3

Valid
Percent
28.7
26.2
14.7
3.1
2.8
2.1
2.1
1.7
1.4
1.0
1.0
1.0
.7
.7
.3
.3
.3
.3
.3
.3
.3
.3
.3

Cumulative
Percent
28.7
54.9
69.6
72.7
75.5
77.6
79.7
81.5
82.9
83.9
85.0
86.0
86.7
87.4
87.8
88.1
88.5
88.8
89.2
89.5
89.9
90.2
90.6

51

Canadians
Caucasian Canadian
Chinese Canadian
Colombian
Ecuadonian
Fillipino
Fizian
French
indian
Indocanadian
Italian
Jordanian
Kenyan
Korea
Korean
Korean Canadian
Mixed race
n/a
Nepali
New Zealander
Nicaragua
Peruian
Russian
South Asian India
Spanish
US
Vietnamese
Total

Frequency Percent
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
1
.3
286
100.0

Valid
Percent
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
.3
100.0

Cumulative
Percent
90.9
91.3
91.6
92.0
92.3
92.7
93.0
93.4
93.7
94.1
94.4
94.8
95.1
95.5
95.8
96.2
96.5
96.9
97.2
97.6
97.9
98.3
98.6
99.0
99.3
99.7
100.0

52
5.1.4 Checking the Skewness of the Data
To rigorously assess the normality of the data, we conducted an examination of skewness
and kurtosis, followed by the application of the Kolmogorov-Smirnov test. Skewness is a
statistical measure used to assess the symmetry or asymmetry of the distribution of data (Jondeau
et al., 2019). A completely symmetric distribution has a skewness of zero. When a distribution is
asymmetric with a longer tail on the right (toward higher values), it is positively skewed,
resulting in a positive skewness value. Conversely, when a distribution is asymmetric with a
longer tail on the left (toward smaller values), it exhibits negative skewness (Pallant, 2016).
Kurtosis, on the other hand, is another statistical measure that characterizes the shape of a
probability distribution. It specifically quantifies how the distribution's tails differ from those of
a normal distribution. Positive skewness indicates that the distribution has a more pronounced
peak than a normal distribution, resulting in positive kurtosis. Conversely, negative skewness
suggests that the distribution has a flatter peak than a normal distribution, leading to negative
kurtosis (Pallant, 2016).
Table 4
Results of Data Skewness.

N

Q1_1
Q1_2
Q1_3
Q1_4
Q2_1
Q2_2
Q2_3
Q2_4

Statistic
235
235
234
236
232
231
231
229

Descriptive Statistics
Mean
Skewness
Kurtosis
Std.
Std.
Statistic Statistic
Error
Statistic
Error
4.35
-.373
.159
-.612
.316
3.76
.277
.159
-.734
.316
3.62
.451
.159
-.232
.317
3.76
.267
.158
-.744
.316
2.86
.502
.160
-.203
.318
2.67
.812
.160
.185
.319
2.59
.635
.160
-.181
.319
2.66
.707
.161
-.182
.320

53

N

Q2_5
Q3_1
Q3_2
Q3_3
Q3_4
Q3_5
Q4_1
Q4_2
Q4_3
Q4_4
Q4_5
Q5_1
Q5_2
Q5_3
Q5_4
Q5_5
Q5_6
Q5_7
Q6_1
Q6_2
Q6_3
Q6_4
Q6_5
Q7_1
Q7_2
Q7_3
Q7_4

Statistic
219
226
228
228
227
229
222
223
223
222
222
219
218
217
217
217
216
216
217
215
215
215
216
217
215
215
215

Q8_1
Q8_2
Q8_3
Q9_1
Q9_2
Q9_3
Q9_4

218
216
217
217
217
217
217

Descriptive Statistics
Mean
Skewness
Kurtosis
Std.
Std.
Statistic Statistic
Error
Statistic
Error
2.59
.768
.164
.125
.327
3.64
-.842
.162
.219
.322
3.51
-.571
.161
-.207
.321
3.49
-.699
.161
.034
.321
3.40
-.433
.162
-.304
.322
3.56
-.640
.161
-.077
.320
3.42
.037
.163
-.071
.325
3.37
.147
.163
-.362
.324
3.19
.173
.163
-.021
.324
3.01
.419
.163
.099
.325
3.18
.293
.163
-.152
.325
3.33
.119
.164
-.672
.327
3.39
-.014
.165
-.305
.328
3.29
.184
.165
.063
.329
3.36
.243
.165
-.038
.329
3.32
-.082
.165
-.208
.329
3.50
-.258
.166
.080
.330
3.36
.012
.166
-.328
.330
3.57
-.442
.165
-.023
.329
3.42
-.139
.166
-.218
.330
3.47
-.341
.166
-.045
.330
3.69
-.361
.166
-.254
.330
3.56
-.286
.166
-.374
.330
3.21
.325
.165
.184
.329
3.07
.625
.166
.033
.330
3.07
.436
.166
.094
.330
2.94
.610
.166
.089
.330
2.99
2.79
2.78
3.71
3.84
3.55
3.37

.601
.819
.953
-.061
-.044
.347
.385

.165
.166
.165
.165
.165
.165
.165

.228
.228
.819
.004
-.072
-.102
.125

.328
.330
.329
.329
.329
.329
.329

54

N

Valid N

Statistic
193

Descriptive Statistics
Mean
Skewness
Std.
Statistic Statistic
Error

Kurtosis
Std.
Statistic
Error

As presented in the above table, the skewness values observed for all variables fall within
the range of (-0.84, 0.95). This range signifies that, in terms of skewness, all variables exhibit
non-normality, displaying an asymmetrical distribution. Similarly, the kurtosis values of the
variables lie within the range of (0.74, -0.82). These kurtosis values further affirm that the
distribution of the variables lacks adherence to a normal curve.
5.1.5 Checking the Normality of the Data
After checking the skewness and kurtosis, we check the normality through the
Kolmogorov-Smirnov test. When assessing data normality, we evaluate the null hypothesis that
the data follows a normal distribution with a significance level of 5%. Consequently, if the test
statistic exceeds 0.05, there is insufficient evidence to reject the null hypothesis, indicating that
the data distribution conforms to a normal pattern. In simpler terms, the data can be considered
as normally distributed. The results of the table 5.5 show the non-normality of the variables, so
due to the non-normality of the variables and the small number of samples, we used Smart pls4
software for analysis.
Table 5
Normality Test
1
Q1_1
Q1_2
Q1_3
Q1_4

Kolmogorov-Smirnova
Statistic
df
Sig.
.239
193
.000
.199
193
.000
.217
193
.000
.189
193
.000

55
Q2_1
Q2_2
Q2_3
Q2_4
Q2_5
Q3_1
Q3_2
Q3_3
Q3_4
Q3_5
Q4_3
Q4_4
Q4_5
Q5_1
Q5_2
Q5_3
Q5_4
Q5_5
Q6_1
Q6_2
Q6_3
Q6_4
Q7_2
Q7_3
Q7_4
Q8_1
Q8_2
Q8_3
Q9_1
Q9_2
Q9_3
Q4_1
Q4_2
Q5_6
Q5_7
Q6_5
Q7_1
Q9_4

.211
.247
.227
.232
.228
.261
.229
.239
.201
.206
.220
.235
.207
.153
.169
.203
.174
.198
.256
.205
.250
.207
.264
.238
.241
.244
.239
.269
.180
.173
.244
.198
.176
.200
.162
.199
.256
.236

193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193
193

.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000
.000

56
5.1.6 Exploring Generational Variations: Analyzing Questionnaire Responses by Age
Group
In this section, we delve into the frequency distribution of responses across a range of
questions, each tailored to capture distinct facets of our research. By examining how these
responses are distributed among various age groups, we aim to uncover potential generational
variations and trends that shed light on the broader dynamics at play within our study. This
exploration not only offers a nuanced understanding of the research topic but also allows us to
draw meaningful conclusions about the influence of age on respondent perspectives.
Measures of Customers’ Brand Activism Perception (LGBTQ)
Q1.1 I am aware of LGBTQ+ Movement
Table 6
Q1-1 Cross Tabulation Results

57

The table provides insights into respondents' perceptions of Brand Activism regarding
their awareness of the LGBTQ+ Movement. In the "11-26" age group, 29.4% of respondents
strongly disagree with their perception of Brand Activism related to the LGBTQ+ Movement,
while 30.1% in the same group strongly agree. In the "27-42" age group, 41.2% strongly
disagree, and 32.5% strongly agree. Notably, in the "59-68" age group, no respondents selected
"Strongly Agree," indicating a generation gap in Brand Activism perception. Overall, these
measures reflect varying levels of perception across age groups, with a significant proportion of
respondents falling into the "Agree" and "Strongly Agree" categories, indicating a positive

58
perception of Brand Activism related to the LGBTQ+ Movement, particularly among younger
respondents.
Q1.2 I am in favor of LGBTQ+ Movement.
Table 7
Q1.2 Cross Tabulation Results

59

The table provides an overview of respondents' perceptions of brand activism related to
the LGBTQ+ Movement. Notably, 43.5% of respondents in the "11-26" age group strongly agree
with the LGBTQ+ Movement, indicating strong support among younger individuals, while
45.5% in the "27-42" group strongly disagree. Overall, these measures reflect respondents'
perceptions of brand activism in relation to the LGBTQ+ Movement, showing a range of
attitudes across age groups, with a significant proportion of respondents in the "Agree" and
"Strongly Agree" categories, indicating favorable perceptions, particularly among younger
respondents, but also some resistance, notably in the "27-42" age group where a substantial
portion disagrees.

Q1.3 I think companies should take a public stance on LGBTQ+ issues
Table 8
Q1.3 Cross Tabulation Results

60

61
The table presents respondents' opinions on whether companies should publicly take a
stance on LGBTQ+ issues. Notably, 39.4% of respondents in the "11-26" age group strongly
agree that companies should publicly address LGBTQ+ issues, indicating strong support for
corporate activism among younger individuals. However, the "27-42" age group shows a higher
percentage (47.1%) of strong disagreement, suggesting resistance to this idea within that age
range. Overall, the data reflects diverse opinions across age groups regarding whether companies
should take a public stance on LGBTQ+ issues, with significant support among younger
respondents but varying degrees of opposition and neutrality in other age groups.

Q1.4 I support LGBTQ+ Movement
Table 9
Q1.4 Cross Tabulation Results

62

The table illustrates respondents' levels of support for the LGBTQ+ Movement. It's
noteworthy that the highest percentage of strong agreement (40.0%) comes from the "11-26" age
group, indicating strong support for the LGBTQ+ Movement among younger respondents. On
the other hand, 28.6% of the same age group strongly disagree. The "27-42" age group has a
relatively balanced distribution of responses, with 22.7% in both the disagree and neutral
categories. Overall, the data reveals varying levels of support for the LGBTQ+ Movement across
different age groups, with younger individuals showing more significant support and differing
opinions among older age groups.

63
Measures of Brand attitude:
Q2-1 I find the brand unappealing
Table 10
Q2-1 Cross Tabulation Results

The table displays survey results regarding brand appeal perception across distinct age
groups. Respondents were grouped by age and their agreement levels with the statement "I find
the brand unappealing." were analyzed. The table presents percentages within each age group,
indicating how respondents distributed across agreement levels. For example, in the "11-26" age

64
group, 35.3% strongly disagreed, 38.6% disagreed, 21.1% were neutral, 20.7% agreed, and
18.8% strongly agreed that they found the brand unappealing. Additionally, the "Total" row
shows the overall percentage distribution across agreement levels within each age group,
offering insights into how different demographics perceive the brand's appeal.

Q2-2 I have a negative perception of the brand.
Table 11
Q2-2 Cross Tabulation Results

65

The table presents a concise summary of survey responses regarding individuals'
perceptions of a brand, particularly focusing on whether they have a negative perception. The
table offers both counts and percentages for each combination of age group and perception level.
For instance, within the "11-26" age group, 39.5% strongly disagree with a negative brand
perception. Overall, 28.8% of all respondents strongly disagree with a negative perception of the
brand, providing valuable insights into the prevalence of differing perceptions across age groups
and the broader sentiment towards the brand.

Q2-3 The brand evokes unpleasant feelings in me.
Table 12
Q2-3 Cross Tabulation Results

66

The table provides an overview of survey responses regarding individuals' feelings
towards a brand, specifically whether it evokes unpleasant emotions. Within the "Strongly
Disagree" category, 43.8% are in the "11-26" age group, 29.2% in the "27-42" group, and so on.
Overall, 28.9% of all respondents strongly disagree that the brand evokes unpleasant feelings in
them. This detailed analysis offers insights into how different age groups perceive the brand in
terms of generating negative emotions, with percentages indicating the prevalence of each
feeling category within both age groups and the overall dataset.
Q2-4 I hold an unfavorable view of the brand.
Table 13
Q2-4 Cross Tabulation Results

67

The table provides a comprehensive analysis of survey responses regarding individuals'
views of a brand, specifically in terms of holding unfavorable views. Within the "Strongly
Disagree" category, 42.6% are in the "11-26" age group, 34.0% in the "27-42" group, and so
forth. Overall, 29.2% of all respondents strongly disagree with holding an unfavorable view of
the brand, providing valuable insights into the prevalence of each view category within different
age groups and across the entire dataset.

68
Q2-5 I find the brand unlikable.
Table 14
Q2-5 Cross Tabulation Results

69

The table presents a comprehensive analysis of survey responses regarding individuals'
perceptions of a brand's likability, specifically focusing on whether they find the brand unlikable.
Within the "Strongly Disagree" category, 32.6% are in the "11-26" age group, 41.9% in the "2742" group, and so forth. Overall, 30.4% of all respondents strongly disagree with finding the
brand unlikable, providing valuable insights into the prevalence of each perception category
within different age groups and across the entire dataset.
Measures of Brand Loyalty
Q4-1 I would say positive things about a brand that support LGBTQ+
Table 15
Q4-1 Cross Tabulation Results

70

The table provides a comprehensive analysis of survey responses regarding individuals'
willingness to support brands that endorse LGBTQ+ rights. Notably, 54.2% of respondents in the
"11-26" age group strongly agree that they would say positive things about such brands, while
38.9% in the "27-42" group and 20.8% in the "59-68" group also strongly agree. Overall, 29.0%
of all respondents strongly disagree with their willingness to support LGBTQ+-friendly brands,
offering valuable insights into the prevalence of each willingness category within different age
groups and the entire dataset.

71

Q4-2 I would recommend a brand that supports LGBTQ+ to someone who seeks my
advice
Table 16
Q4.2 Cross Tabulation Results

The table provides a comprehensive analysis of survey responses concerning individuals'
willingness to recommend brands that support LGBTQ+ rights to those seeking their advice.

72
Notably, 54.5% of respondents in the "11-26" age group strongly agree that they would
recommend such brands, while 38.6% in the "27-42" group and 9.1% in the "43-58" group also
strongly agree. Overall, 29.0% of all respondents strongly disagree with their willingness to
recommend LGBTQ+-supportive brands, offering valuable insights into the prevalence of each
willingness category within different age groups and the entire dataset.

Q4-3 I would encourage friends and relatives to do business with brands that support
LGBT
Table 17
Q4-3 Cross Tabulation Results

73

The table presents a comprehensive analysis of survey responses regarding individuals'
willingness to encourage friends and relatives to do business with brands that support LGBTQ+
rights. Notably, 50.0% of respondents in the "Strongly Agree" category express a strong
willingness to encourage such business relationships, while 25.0% in the "Strongly Disagree"
category strongly disagree with this notion. Overall, the data shows that 29.0% of all respondents
strongly disagree with the idea of encouraging business with LGBTQ+-supportive brands,
offering insights into the prevalence of these sentiments within the entire dataset.

Q4-4 I would consider a brand that is supportive of the LGBTQ+ as my first choice to
buy from.
Table 18
Q4.4 Cross Tabulation Results

74

The table presents a detailed analysis of survey responses regarding individuals'
willingness to prioritize brands that support LGBTQ+ rights as their first choice for purchases.
Remarkably, 50.0% of respondents in the "Strongly Agree" category express a strong willingness
to consider such brands as their first choice, while 29.2% in the "Strongly Disagree" category
strongly disagree with this idea. Overall, the data shows that 29.2% of all respondents strongly
disagree with the notion of considering LGBTQ+-supportive brands as their first choice for
purchases, providing insights into the prevalence of these sentiments within the entire dataset.

75
Q4-5 I would do more business with a brand that supports LGBTQ+ in the few years.
Table 19
Q4-5 Cross Tabulation Results

The table provides a detailed analysis of survey responses concerning individuals'
willingness to do more business with brands that support LGBTQ+ rights in the next few years.
Remarkably, 66.7% of respondents in the "Strongly Agree" category express a strong willingness
to do more business with such brands, while 29.2% in the "Strongly Disagree" category strongly

76
disagree with this idea. Overall, the data indicates that 29.2% of all respondents strongly disagree
with the notion of doing more business with LGBTQ+-supportive brands in the near future,
providing insights into the prevalence of these sentiments within the entire dataset.
5.2 Testing Hypotheses with Inferential Statistics
Inferential analysis is the logical next step in the data analysis process following
descriptive analysis. While descriptive analysis helps us understand and summarize the
characteristics of a dataset, inferential analysis delves deeper into drawing conclusions and
testing hypotheses based on that data.
In this part, using inferential statistics, we examine the research hypotheses.
Nevertheless, there are certain preliminary steps that must be completed beforehand.
5.2.1 Missing Data
In our data pre analysis phase, we initially addressed records exhibiting a significant
proportion of missing values within columns, resulting in a dataset comprising 212 records
suitable for analysis. To bolster data completeness, we employed mean imputation through the
SPSS software, effectively replacing missing values and bringing our sample size to 286. This
method of imputing missing value was selected as data was missing completely at random
(MCAR). Additionally, as part of a refinement process, we harmonized questions q2 and q9 with
the other questions because they originally presented inquiries in a divergent direction.
5.2.4 Confirmation of Measurement Models through Confirmatory Factor Analysis
Before proceeding to hypothesis testing, it is imperative to establish the validity of the
measurement models for Brand Loyalty and Brand Attitude. Therefore, the subsequent section
outlines the measurement models for these two variables in a sequential manner. In this study,
we conducted confirmatory factor analysis utilizing path analysis. This analysis was carried out

77
employing structural equation modeling through SmartPLS 4 statistical software.
SmartPLS 4 is a specific software tool used for conducting SEM and other advanced statistical
analyses. It provides researchers with a user-friendly interface to define and analyze complex
models, making it a popular choice for those who are not experts in coding or programming. The
researchers employed Confirmatory Factor Analysis (CFA) and Path Analysis within the
framework of Structural Equation Modeling (SEM) to analyze their data. They performed these
analyses using SmartPLS 4, a statistical software package designed for SEM and related
analyses.
5.2.5 Validity and Reliability
The "Validity and Reliability Indicators" serves as a critical examination of the measures
used in this study. In this section, we scrutinize the extent to which our research instruments
accurately measure what they are intended to measure (validity) and their consistency and
stability over time (reliability).
5.2.5.1 Reliability
Reliability is a pivotal aspect of research that assesses the consistency and stability of
research measures or instruments over time. In this study, we scrutinize the reliability of our
research measures to ensure that they yield consistent and dependable results. A reliable
measurement instrument is fundamental for achieving robust and trustworthy research outcomes,
as it ensures that the data collected accurately reflects the underlying constructs of interest.
5.2.5.1.1 Cronbach Alpha
The second criterion for evaluation is generally internal consistency reliability. A
traditional measure of internal consistency is Cronbach's alpha, which provides an estimate of
reliability based on the internal correlation of observed indicator variables. Cronbach's alpha

78
assumes that all respondents are equally stable (all respondents have equal loadings on the
construct). The value of this index should be above 0.7 (Sarstedt et al., 2019) and (Taber, 2018).
The figure below shows the value of this index for research structures. Cronbach's alpha values
are presented in the table below.
Table 20
Cronbach's Alpha Statistic Values for the Research Constructs

5.2.5.1.2 Composite Reliability
Given the limitations associated with Cronbach's alpha within the research community, it
is advisable to consider an alternative measure for assessing internal consistency reliability,
known as composite reliability (CR). Composite reliability takes into consideration the diverse
external loadings of representative variables. An optimal threshold for this index is typically set
at 0.7, as recommended by Chin (1998). The subsequent graph illustrates the values of this index
for our research structures, while the table below presents the combined reliability values for
these structures.
Table 21
Composite Reliability

79

5.2.5.2 Validity
The "Validity and Discriminant Validity" section of this thesis is dedicated to evaluating
the accuracy and precision of our research measurements. Validity ensures that our instruments
effectively measure the intended constructs, while discriminant validity assesses their ability to
distinguish between distinct concepts. In essence, this section seeks to answer two crucial
questions: Are we measuring what we aim to measure accurately? And are our measurements
capable of distinguishing one concept from another? By addressing these inquiries through a
combination of theoretical frameworks and empirical analyses, we fortify the credibility of our
research and enhance its overall reliability.
5.2.5.2.1 Factor Loading
Factor loading measures the strength and direction of the relationship between an
observed variable and an underlying factor. The analysis of models using structural modeling
with the partial least squares approach consists of two main stages, including checking the model
fit and then testing the research hypotheses, and the stage of checking the model fit includes
three parts: measurement models, structural model fit, and general model fit. be (Davari and
Rezazadeh, 2015). Convergent validity is examined at two levels, the agent and the
representative level. At the representative level, the coefficients of the factor loadings have been
considered, and the value of the criterion for the appropriateness of these coefficients is 0.4. By
examining the research model in the case of standard coefficients, it can be seen that all factor

80
loadings are greater than 0.4, and thus the convergent validity is confirmed at the representative
level. The table below shows the external loads for the conceptual model of the research.
Table 22
Factor Loading

The above table shows the external loadings of the items corresponding to each structure.
The criterion for accepting an item is external loadings above 0.50, and then examining items
that are between 0.4 and 0.7 (Kline, 2014). Considering the above output, the external loads of
all items corresponding to each construct are above 0.7 and this indicates the excellent fit of the
measurement models in terms of external loads.
5.2.5.2.2 Discriminant Validity
Average Variance Extracted Index (AVE) is used to check the convergent validity at the
factor level. The minimum appropriate value for this coefficient is 0.5 from Klein's point of view
(2015) and 0.4 from Magner et al.'s (1996) point of view. Considering that all the values
presented in the table below are higher than 0.5, therefore, this issue indicates the appropriate
convergent validity of the model.
Table 23
Values of Average Variance Extracted (AVE) of Research Variables

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Figure 2
Conceptual Model of the Research with Path Coefficients and External Loads

Table 24
Statistics Summary

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The above measurement indicates a favorable fit in terms of factor loadings and in terms
of Cronbach's alpha, RC and AVE indices.
5.2.4.2.2 Divergent Validity (Fornell Larcker, HTMT, Cross Loadings)
In this section, to measure the fit of the measurement models, two methods of mutual
factor loadings and the Fornell and Larcker method can be used. Divergent or discriminant
validity is the extent to which a construct is correctly distinguished from other constructs by
empirical criteria. Therefore, the realization of discriminant validity indicates that the construct is
unique and the phenomenon is not represented by other constructs in the model. Two criteria for
discriminant validity have been proposed. A method to evaluate the discriminant validity is to
examine the cross-sectional loadings of the indicators. Specifically, the external load of a
representative corresponding to the structure must be more than all the loads of that
representative on other structures (transverse loads) (Hair et al., 2011).
5.2.4.2.2 Fornell and Lurker criterion (Fornell-lurker)
Fornell-Larker criterion is the more conservative approach to measure discriminant
validity. This square root measure compares the value of the average variance extracted (AVE)
with the correlation between the underlying variables. Specifically, the square root of each
construct's average variance extracted (AVE) must be greater than the highest correlation of that
construct with other constructs in the model (this criterion can also be expressed as follows: the
average variance extracted (AVE) must be greater than the correlation of that structure with other
structures of the model). The logic of this method is based on the assumption that a construct
should share more variance with the corresponding variables than other constructs.
The Fornell-Larker matrix is the measure of the structure's relationship with its indicators
in comparison to the relationship of that structure with other structures; In such a way that the

83
acceptable divergent validity of a model indicates that a construct has more factor load with its
indicators than with other constructs.
Table 25 evaluates the Fornell-Larcker criterion for the differential validity of the
research model.
Table 25
Fornell-Larcker Criterion

The average root of the extracted variance (AVE) on the diagonal elements and the
correlation between the constructs are below them. For example, the reflective construct Brand
Attitude has a value of 0.828 for its square root AVE, which should be compared with all the
correlation values in the Brand Attitude column. For Brand Attitude, correlations should be
examined for both rows and columns. In broad terms, when looking at the reflective constructs
such as Brand Attitude (with a value of 0.828) and Brand Loyalty (with a value of 0.833), the
square root of Average Variance Extracted (AVE) for these constructs is consistently higher than
the correlations they have with other underlying variables within the path model. Overall, the
Fornell-Larcker criterion offers evidence supporting the distinctiveness of these constructs. In
this section, we've already assessed the fit of the measurement models in terms of index

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reliability, convergent validity, and divergent validity based on statistical findings. Therefore,
our next step involves scrutinizing the adequacy of the structural model.
5.2.4.2.3 HTMT index
Another significant metric within the SmartPLS4 software is the HTMT (HeterotraitMonotrait) matrix, where it is considered acceptable if each variable has a value lower than 0.90.
The table provided below contains the specifics of this index for each structure.

Table 26
HTMT Index

According to the results presented in the table above, the HTMT values for all the
research variables are below the acceptable threshold of 0.90. Therefore, it can be inferred that
the proposed model demonstrates discriminant validity.
5.2.4.2.4 Cross Loading Method
In this technique, the relationship between the indicators within a particular construct is
assessed concerning that construct, as well as the extent to which these indicators correlate with
other constructs. As indicated by the outcomes in the preceding table, all the questions or
indicators associated with each construct exhibit stronger correlations with their respective
construct. In simpler terms, the model demonstrates a satisfactory level of divergent validity.
Table 27

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Divergent Validity Matrix Using the Reciprocal Factor Loadings Method

5.2.2.2.4 Fitting the Structural Model using Z statistics
In this section, we comprehensively evaluate the adequacy of the structural model. This
assessment involves a multifaceted examination, encompassing the significance of the z
coefficients pertaining to factor loadings, the determination of the coefficient's value, an analysis
of the effect size, and an exploration of the predictive criterion Q2.
z coefficients
To delve deeper into our evaluation of the structural model's fit, we now direct our focus
toward the significance of the z coefficients. These coefficients play a pivotal role in our

86
assessment and can be derived using the bootstrapping command, as depicted in the figure
below, which illustrates the Z statistic of factor loadings.
Figure 3
Conceptual model of the research with path coefficients

In the above model, we exclusively examined the influence of Brand Activism on Brand
Attitude and the impact of Brand Attitude on Brand Loyalty, both of which yielded significant
results. In the subsequent model, we expanded our analysis to include the relationship between
Brand Activism and Brand Loyalty, and notably, this too was found to be statistically significant.

Figure 4
Research Conceptual Model along with Path Coefficient and T-Value

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According to the figure above, all significant z coefficients are greater than 1.96, which
shows the significance of all questions or items and relationships between variables at the 95%
confidence level.
Coefficient of Determination (R2 Value)
The primary measure used to assess the structural model's quality is the coefficient of
determination (R2 value). According to conventional standards, an R2 value of 0.75, 0.50, or
0.25 for endogenous variables can be characterized as indicating a strong, moderate, or weak
relationship, respectively (Hair et al., 2013; Hensler et al., 2016). The table below presents the
R2 values for the endogenous components within our research model. It's important to note that
the coefficient of determination is computed exclusively for the endogenous (dependent)
components of the model; for the exogenous (independent) components, this criterion holds a
value of zero. A higher R2 value among the endogenous components signifies a better fit for the
model (Hair et al., 2013).

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Table 28
The Coefficient of Determination of the Endogenous Structure of the Research Model

Based on the data presented in the table above, the coefficient of determination values
associated with the research's dependent variable, Brand Attitude, suggest a suboptimal fit within
the structural model. Conversely, for the Brand Loyalty component, the coefficient of
determination is approaching 0.50, signifying a favorable fit of the research's structural model in
terms of this statistical criterion.
Effect Size f2
In addition to assessing the R2 values for all endogenous constructs, we can determine
the change in the R2 value when a particular exogenous construct is excluded from the model.
This allows us to gauge whether the removed construct exerts a significant impact on the
endogenous constructs, a measure known as the f2 effect size. When it comes to f2, values of
0.02, 0.15, and 0.35 are indicative of small, medium, and large effects of the exogenous dummy
variable, respectively (Cohen, 2013). The table below displays the effect size values for the
dependent construct of Brand Attitude and Brand Loyalty, both treated as endogenous constructs
in the model.
Table 29
The Size of the Effect of Exogenous Structures on the Endogenous Structure of Research

89

Table 29 presents the findings of our analysis regarding the impact of exogenous
structures on the endogenous structure of our research, particularly focusing on three key
variables: Brand Attitude, Brand Loyalty, and Brand Activism Perception. Table 29 summarizes
the size of these effects:
Brand Activism Perception Effect on Brand Attitude: The coefficient of 0.183
demonstrates that there is a positive and statistically significant effect of Brand Activism
Perception on Brand Attitude. This suggests that as perceptions of a brand's activism increase,
the overall attitude towards the brand also tends to become more favorable, with a magnitude of
0.183.
Brand Activism Perception Effect on Brand Loyalty: Similarly, we find a positive effect
of Brand Activism Perception on Brand Loyalty, with a coefficient of 0.415. This indicates that
as consumers' perceptions of a brand's activism increase, their loyalty to that brand is likely to
strengthen, and this effect is substantial (0.415).
Brand Activism Perception's Self-Effect: The diagonal entries in the table represent the
self-effects of each variable. In this case, Brand Activism Perception has a self-effect of 0.077,
implying that an increase in Brand Activism Perception is associated with a corresponding
increase in its own perception.

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These findings provide valuable insights into the relationships between these crucial
variables within the context of our research. The positive effects of Brand Activism Perception
on both Brand Attitude and Brand Loyalty highlight the significance of incorporating activism
into brand strategies as a means to enhance consumer perceptions and loyalty.
Goodness of Fit of the General Model
Following the evaluation of both the measurement and structural models, the next step
involves assessing the overall fit of the research model. We utilize PLS 4 to gauge the model fit.
When employing the fourth version of SmartPLS, two model fit indices are considered. The first
is SRMR, and its value should be less than 0.08. The second is the NFI index, which should have
a value above 0.90. If these indices meet the criteria of being below 0.08 for SRMR and above
0.90 for NFI, we can conclude that the fit is acceptable.

Table 30
Research Model Goodness of Fit Value

0.049

0.08SRMR is less than

0.872

0.9NFI is greater than

The Standardized Root Mean Square Residual (SRMR) for our model was calculated to
be 0.08, which is below the specified threshold of 0.049. This finding suggests a favorable model
fit, indicating that our model aligns well with the observed data.

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Our Normed Fit Index (NFI) achieved a value of 0.9, surpassing the established
benchmark of 0.872. This outcome implies a strong correspondence between our model and the
empirical data, signifying a robust model fit.

Meaningful Relationships Between Constructs
Table 31
Significant Relationships Among Instruments

According to the results obtained from the previous stages, hypotheses H1 and H2 are
Accepted without considering the moderating effect of the age variable.
Table 32
Hypothesis Results

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Analyzing the Moderating Effect of Age
In the following, we will examine the effect of age variable as a moderator on the effect
of Brand Activism on Brand Attitude and Brand Loyalty variables using multi-group variable
analysis in PLS.
Path coefficients based on different samples are almost always distinct (mathematically).
However, the critical question pertains to the statistical significance of these differences. To
determine whether the coefficients' disparities hold significance, researchers employ multigroup
analysis (PLS-MGA). This method encompasses a range of techniques developed to contrast
PLS model estimations across diverse data subsets. Typically, PLS-MGA serves to identify
disparities among path coefficients within a structural model. Nevertheless, the potential exists to
extend this comparison to other parameters, such as loads or weights.
5.3 Research Hypothesis Examining the Moderating Impact of Age
H3: Generational cohorts moderate the effects of brand activism on customers' brand
loyalty
The research study encompasses data collected from clients belonging to five distinct age
groups: 11-26 years (Group 1; n=63), 27-42 years (Group 2; n=75), 43-58 years (Group 3;

93
n=41), 59-68 years (Group 4; n=18), and 69 years and above (Group 5; n=19). Our objective is
to conduct a comprehensive comparison among these five groups employing the Multigroup
Analysis test. Additional insights and details on the outcomes of this analysis can be found in the
table below, which presents the results specifically related to the age groups under examination.

Table 33

Brand Attitude > Brand Loyalty

1.186

1.390

1.142

1.059

4.992

9.263

7.728

6.457

0.000

0.000

0.000

0.000

1.160

1.179

0.363

3.779

4.217

4.049

0.676

0.000

0.000

0.000

0.499

0.14
0
0.07
4
0.16
1
0.55
3
0.85
2
0.50
8
0.78
5
2.20
0
0.39
4
0.61
2
0.43
3
0.02
8

Brand Activism
Perception ->
Brand Attitude
Brand Activism
Perception ->
Brand Loyalty

1.167

Original (1126)
Original (2742)
Original (4358)
Original (5968)
t value (1126)
t value (2742)
t value (4358)
t value (5968)
p value (1126)
p value (2742)
p value (4358)
p value (5968)

Multi-Group Analysis (PLS-MGA) Results for Age

The above table represents a set of regression coefficients that describe the relationships
between "Brand Activism Perception," "Brand Attitude," and "Brand Loyalty" across different
age groups. Here is an interpretation of the table:

Brand Activism Perception -> Brand Attitude:

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In each of the four subgroups (Original (11-26), Original (27-42), Original (43-58), and
Original (59-68)), there is a statistically significant positive relationship between Brand Activism
Perception and Brand Attitude. This is evident from the t-values being significantly different
from zero and the p-values being very close to zero (p < 0.001).
The t-values represent the magnitude of the relationship, and they are all relatively large,
indicating that the relationship is statistically significant and practically meaningful.
The p-values, which are all very close to zero, indicate that the observed relationships are
highly unlikely to be due to chance.
Brand Activism Perception -> Brand Loyalty:
There is a statistically significant positive relationship between Brand Activism
Perception and Brand Loyalty in the first three subgroups (Original (11-26), Original (27-42),
and Original (43-58)). This is evident from the t-values being significantly different from zero,
and the p-values being very close to zero (p < 0.001).
However, in the "Original (59-68)" subgroup, the relationship is not statistically
significant. The t-value is relatively small, and the p-value is higher (p = 0.499), suggesting that
the relationship might not hold in this particular subgroup.
Brand Attitude -> Brand Loyalty:
There is a statistically significant positive relationship between Brand Attitude and Brand
Loyalty in the "Original (59-68)" subgroup. This is evident from the t-value being significantly
different from zero and the p-value being less than 0.05 (p = 0.028).
However, in the other three subgroups (Original (11-26), Original (27-42), and Original
(43-58), the relationships are not statistically significant. The t-values are relatively small, and

95
the p-values are greater than 0.05, indicating that the relationship might not hold in these
subgroups.
In summary, the t-test results reveal notable differences in the relationships between
brand perception variables across different age groups. Specifically, the analysis indicates that
for the younger age groups (11-26, 27-42, and 43-58), there are strong and significant
relationships between Brand Activism Perception and both Brand Attitude and Brand Loyalty.
However, for the oldest age group (59-68), the relationship between Brand Activism Perception
and Brand Loyalty appears to be considerably weaker, as evidenced by a substantially smaller tvalue. On the other hand, Brand Attitude appears to have a stronger and more significant impact
on Brand Loyalty among the older demographic. These findings suggest that brand perception
and its influence on consumer attitudes and loyalty vary across generations, emphasizing the
importance of tailoring brand strategies to the preferences and values of different age cohorts.

5.2 Discussion
The discussion section of this research thesis revolves around the outcomes obtained
from a survey questionnaire, which garnered responses from 286 participants. This section
evaluates how these findings align with the hypotheses outlined in the study. It's crucial to
emphasize that our research model received empirical validation through the collected data,
providing valuable insights into the intricate relationships involving brand activism, brand
attitudes, brand loyalty, and the moderating effect of generational cohorts.
The first hypothesis, i.e., Association Between Brand Activism Perception and Brand
Attitude H1, which proposed a positive link between a brand's involvement in brand activism
and customers' brand attitudes, received unequivocal confirmation from our data. The hypothesis

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suggests that there is a positive impact of brand activism perception on customers' brand attitude.
This means that when customers perceive a brand as actively engaged in social or political
causes, it leads to favorable attitudes toward that brand.
This outcome closely aligns with the extensive literature discussed in the review section,
reinforcing the notion that brand activism is a potent driver of brand attitudes. The previous
research studies have mentioned about the positive impact of Brand Activism on Brand Attitude,
however, the domain of the studies was restricted to one generational cohort alone (Mukherjee &
Althuizen, 2020; Garg & Saluja, 2022; Nguyen et al., 2023).
The second hypothesis i.e., measuring the Influence of Brand Attitude on Brand Loyalty
was tested and our empirical findings corroborate H2, which suggested that favorable brand
attitudes lead to increased brand loyalty. The data reveal a robust and positive correlation,
indicating that customers who hold favorable opinions and attitudes toward a brand, possibly
influenced by the brand's activism endeavors, are more likely to exhibit brand loyalty. These
findings are consistent with previous research articles referenced in the literature review,
underscoring the enduring importance of brand attitudes in fostering brand loyalty. Prior research
has discussed the favorable influence of Brand Attitude on Brand Loyalty, but these studies were
limited to a single generational group (Liu et al., 2012; Rajumesh, 2014; Chaudhuri, 1999).
The third hypothesis to examine the Moderating Role of Generational Cohorts was also
approved. The results shed light on the intriguing role of generational cohorts, as proposed in H3,
acting as moderators in the relationship between brand activism and brand loyalty. Our analysis
unveils that different generational groups exhibit distinct responses to brand activism initiatives.
This underscores the significance of generational cohorts in shaping the impact of brand activism
on brand loyalty, in alignment with the conceptual framework discussed in the literature review.

97
Importantly, our research goes beyond the confines of previous studies (Saju et al., 2018; Chuah
et al., 2017) that primarily focused on Generation Z, as we extended our investigation to
encompass four distinct generational cohorts, providing a more comprehensive perspective.
To sum up, the findings stemming from our survey questionnaire validate our research
model and lend support to the hypotheses outlined in this study. These results are in harmony
with the extensive body of literature discussed in the literature review section, further fortifying
our comprehension of the intricate interplay among brand activism, brand attitudes, brand
loyalty, and the moderating role played by generational cohorts. This empirical substantiation
contributes significantly to the existing knowledge base in the field and underscores the
relevance of brand activism in contemporary marketing strategies across a diverse range of
generational cohorts.

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Chapter 6: Conclusion
This chapter represents the culmination of our research efforts, consolidating the various
dimensions of our investigation into brand activism, brand attitudes, brand loyalty, and
generational cohorts. After mentioning the conclusion drawn, the significant contributions of the
study are mentioned, emphasizing how the research enhances the comprehension of brand
activism's impact on consumer perceptions within diverse generational groups. Thereafter, the
next section discusses the study's limitations, shedding light on the research's constraints and
providing guidance for prospective researchers. In the concluding section of this chapter,
suggestions for future research in Brand Activism are highlighted, delineating potential
directions for further exploration in this dynamic domain.
The research study delved into the impact of brand activism on brand loyalty within
various generational cohorts, specifically targeting Generation Z, Millennials, Generation X, and
Baby Boomers. The study's findings unveiled that Generation Z and Millennials express a more
favorable and enthusiastic disposition toward brand activism when contrasted with Generation X
and Baby Boomers. These younger generations exhibit a stronger inclination for brands actively
involved in social and environmental causes, underscoring the pivotal role of brand activism in
shaping their brand preferences and fostering brand loyalty (Karikari, 2023).
Additionally, the research revealed that Generation Z and Millennials demonstrate a
higher degree of emotional attachment to brands engaged in activism (Haryono, 2022). They
experience a more profound sense of connection and trust in socially conscious brands, leading
to an elevated level of brand loyalty. Conversely, Generation X and Baby Boomers exhibited a
relatively diminished emotional response, implying that factors beyond activism may exert

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influence on their loyalty (Dann, 2007). This underscores the importance for marketers to
employ diverse communication strategies tailored to effectively engage and resonate with
different age groups.
It was also unveiled that Generation Z and Millennials exhibit a greater propensity for
establishing enduring connections with brands when these brands consistently and genuinely
demonstrate their dedication to social and environmental causes (Haryono, 2022). Persevering
efforts in addressing societal issues and actively participating in meaningful activism endeavors
serve to nurture long-lasting brand loyalty within the younger generations (De, 2022).
Moreover, brand activism initiatives that align with the self-concept and social identity of
Generation Z and Millennials wield a more pronounced influence on their brand loyalty
(Backman & Lundgren, 2021). Brands that resonate with their fundamental values as socially
conscious and environmentally responsible individuals are more likely to cultivate robust and
enduring loyalty within these generational cohorts (Drewes, 2022). Specific causes, such as
environmental sustainability and climate change, strike a particularly strong chord with
Generation Z and Millennials, who perceive these issues as significant global challenges
(Haryono, 2022). In contrast, intergenerational causes like healthcare and poverty alleviation
enjoy broader appeal across all generational cohorts.
6.1 Theoretical and Practical Contributions of the Study
This research delves into the influence of brand activism on brand attitude and loyalty
across generational cohorts, offering valuable insights for businesses and marketers seeking to
navigate the evolving consumer landscape. By recognizing generational nuances, companies can
tailor their marketing and activism strategies to align with the unique values of each
demographic, thereby fostering meaningful connections and bolstering brand loyalty (De, 2022).

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This approach is especially critical in a consumer landscape where younger individuals are
increasingly seeking authentic and socially responsible brands. Aligning activism with core
values become paramount, as it forges genuine connections that lead to enduring loyalty
(Karikari, 2023). The study underscores the importance of sustained activism efforts, particularly
for Generation Z and Millennials, emphasizing the necessity of a long-term commitment to
social responsibility (Manfredi, 2019). It advocates that brands should perceive activism as an
enduring pledge, capable of cultivating lasting emotional bonds, encouraging repeat purchases,
and nurturing brand advocates (Drewes, 2022). Moreover, the research raises awareness of the
potential for generational shifts in how consumers perceive and prioritize brand activism. This
theoretical insight underscores the dynamic nature of consumer attitudes and preferences and
encourages marketers to remain adaptable. It suggests that brands must continuously monitor
generational changes in activism priorities and adjust their strategies to remain relevant and
resonant.
Furthermore, this research holds practical implications regarding the impact of brand
activism on Baby Boomers. It urges businesses and marketers to adopt a more strategic and
nuanced approach, acknowledging that brand activism may have limited influence on this
demographic's attitudes. The findings suggest the need to reallocate resources toward initiatives
that better align with Baby Boomers' preferences, such as emphasizing product quality or
employing nostalgic marketing strategies. Additionally, recognizing generational distinctions
underscores the importance of a diversified marketing approach, one that tailors messaging and
activism efforts to specific age groups, thus optimizing their effectiveness. While brand activism
may not yield immediate results with Baby Boomers, it remains a valuable long-term brandbuilding tool, contributing to an enhanced brand reputation over time.

101
In conclusion, this research underscores the enduring significance of brand activism in
cultivating loyalty across generations. Its implications offer actionable insights for businesses
and marketers, encouraging the development of purpose-driven strategies tailored to resonate
with their target audience (Karikari, 2023). By implementing these findings, organizations can
establish stronger connections, foster loyalty, and make meaningful contributions to social and
environmental causes (Drewes, 2022).
6.2 Limitations of the Study
This study is not without its limitations, which must be acknowledged to provide a
comprehensive understanding of its scope and potential areas for improvement. Firstly, One of
the primary limitations of this research pertains to the relatively small sample size used for data
collection. While we made every effort to ensure the sample's representativeness, the restricted
size may limit the generalizability of our findings to a broader population. The limited sample
size might also impact the statistical power of our analyses, potentially reducing our ability to
detect significant relationships or effects.
Secondly, our research utilized a cross-sectional design, capturing data at a specific point
in time. However, consumer preferences, attitudes and behaviors change over time (Karikari,
2023). Adopting a longitudinal approach would provide insights into how attitudes and behaviors
towards brand activism evolve over time, offering a more comprehensive understanding of
generational dynamics.
Thirdly, self-response data collection methods by its nature, relies on participants'
subjective interpretations and reporting of their experiences and attitudes. This introduces the
possibility of response bias, where participants may provide socially desirable responses or

102
inaccurately represent their true thoughts and behaviors. As a result, the data obtained may not
fully capture the complexity of the studied phenomena and may be subject to response biases
that could influence the study's internal validity. Future studies could consider incorporating
additional data collection methods, such as observation or interviews, to provide a more holistic
view of participants' attitudes and behaviors.
Lastly, the study specifically examined Generation Z, Millennials, Generation X, and
Baby Boomers, potentially leaving out other age cohorts. Future research could include a wider
range of age groups, such as the Silent Generation or upcoming Generation Alpha, to gain a
more comprehensive understanding of generational impacts.

6.3 Suggestions for Future Research in Brand Activism
Firstly, considering the dynamic nature of consumer preferences, longitudinal studies can
be conducted to monitor shifts in consumer attitudes and behaviors towards brand activism over
extended periods. This approach can provide insight into evolving trends, generational shifts, and
the enduring impacts of brand activism initiatives on brand loyalty.
Subsequently, expanding research efforts to encompass cross-cultural analysis would
investigate how cultural factors influence perceptions and responses to brand activism initiatives
across various countries and regions. This expanded scope offers valuable insights for global
brands.
Additionally, comparative studies across different industries and sectors can offer
insights into how the impact of brand activism on brand loyalty varies. By comparing findings,
organizations can tailor brand activism strategies accordingly.

103
Furthermore, qualitative research can complement quantitative findings by providing a
deeper understanding of the underlying reasons behind generational differences in brand
activism responses. Qualitative approaches offer nuanced insights into the emotional and
psychological aspects influencing brand loyalty among different cohorts.
Moreover, delving into the direct impact of brand activism on consumers' purchase
behavior is a critical area of investigation. This research can analyze how brand activism
initiatives influence actual purchase decisions, repeat purchases, and customer retention across
diverse generational groups.
Subsequently, exploring the role of influencers and celebrities in endorsing brand
activism initiatives is another avenue to consider. Investigating how influencer marketing and
celebrity endorsements enhance brand activism reach and credibility among various age
demographics offers valuable insights.
Additionally, examining generational disparities in perceptions of corporate social
responsibility (CSR) practices is a promising area of research. Understanding how each
generation views CSR and its relationship with brand activism, as well as the impact of CSR
initiatives on brand loyalty, is of interest.
Furthermore, a focus on the role of online activism and user-generated content in shaping
brand loyalty among different generations is a significant area of study. Research can delve into
how consumers engage with brand activism on social media and how user-generated content
influences brand perceptions.
Moreover, in this technologically driven era, further research can explore the possibilities
of using virtual reality and augmented reality technologies to enhance brand activism

104
experiences. Investigating how immersive technologies foster stronger emotional connections
and engagement with brand activism initiatives holds potential benefits for businesses.
Finally, exploring the interplay between brand activism and corporate reputation is
another promising research avenue. Understanding how brand activism efforts contribute to
overall corporate reputation and their perception by consumers can offer valuable insights for
reputation management.
Lastly, investigating the perspectives of employees regarding brand activism initiatives
within their organizations is another area to explore. Researching the role of employee
engagement and involvement in driving brand loyalty can provide a holistic view of brand
activism's impact.
In conclusion, these recommendations encompass a wide range of research areas,
providing scholars, businesses, and marketers with opportunities to gain deeper insights into the
dynamics of brand activism and its impact on brand loyalty across various generational cohorts.
Future research findings can guide brands in developing more targeted and effective brand
activism strategies, ultimately fostering stronger connections with consumers. As the
phenomenon of Brand Activism continues to gain traction, these research avenues offer potential
for marketers and businesses to strategically plan their brand activism strategies to achieve
growth and impact.

105
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Appendices

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