The impact of Corporate Sociopolitical Activism (CSA) on brand attitude

Corporate sociopolitical activism (CSA), as an emerging marketing strategy, can lead to divergent consumer responses. However, there is limited empirical research investigating how the various elements of CSA can be incorporated to create compelling campaigns. To fill this void, this research examines two important, yet unexplored CSA dimensions, perceived issue novelty and perceived issue controversy, that affect consumer responses. Our findings indicate that novelty cues have a negative impact on brand attitude when consumers disagree with the company’s stance on the issue. Also, high controversy issues lead to less favorable brand attitudes. Perceived sincerity of the company’s motive to engage in CSA mediates the relationship between perceived issue controversy and brand attitude. This study adds to the growing literature on CSA by shedding light on the interplay between various CSA elements, thus guiding hospitality practitioners in executing effective CSA campaigns. Theoretical and managerial implications are discussed. •The interaction between novelty cues and consumer-brand agreement regarding the brand’s stance has a significant effect on consumer attitude.•When consumers disagree with the company stance, perceived issue novelty has a negative impact on brand attitude.•When consumers agree with the firm’s stance on a sociopolitical issue, the negative effect of perceived issue novelty will be attenuated.•High (vs. low) controversy issues lead to less favorable brand attitudes.•Perceived sincerity of the company’s motive mediates the relationship between perceived issue controversy and brand attitude.