A comparative study of the impact of brand activism on customers’ brand loyalty: Generation Z, millennials, generation X and baby boomers

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.