Bolstering the moderating role of consumer perception on brand activism and consumer loyalty

Abstract

In recent years, marketing has shifted as companies increasingly take clear ideological and social stances to establish authenticity and champion causes resonating with their customer base particularly in the global market. This change driven by evolving consumer culture in the Western world reflects consumers' growing expectation for companies to engage actively with social issues. However, this phenomenon of activist brands remains underexplored in Africa especially in Nigeria. Limited literature examines this within the Nigerian context where assumptions suggest that the average Nigerian consumer is indifferent to a brand's activities. This research investigated the influence of brand activism on customer loyalty and the mediating role of perception in this relationship.  This study illustrates how brand activism can enhance a brand's positive image and how consumer perceptions of this image can bolster loyalty using the framing and theory of pollution and purity. The research employs a descriptive design and quantitative survey methodology. The results reveal that cause-related marketing significantly predicts repurchase intention. Conversely, corporate philanthropy shows no significant effect on customer advocacy. Additionally, the findings demonstrate a significant indirect effect of brand activism on consumer loyalty mediated by customer perception. This  study demonstrates that brand activism positively impacts customer loyalty, supported by perceptual factors observed in Eat'n'Go's Domino's Pizza in Lagos. It is recommended that Domino's Pizza in Lagos, Nigeria consider implementing brand activism to enhance customer repurchase intentions. Future research should expand to other industry sectors and include multiple case studies to enrich the understanding of this evolving branding phenomenon.