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The effect of Generation Z's perceptions of brand activism on brand loyalty: evidence from Vietnam

The effect of Generation Z's perceptions of brand activism on brand loyalty: evidence from Vietnam The study was conducted to investigate the impact of Generation Z's perceptions of brand activism on brand loyalty through the mediating role of brand attitude and brand trust.Design/methodology/approachThe study first reviewed previous research and developed hypotheses related to the research objectives. Structural equation modelling (SEM) was conducted to test the hypotheses with the survey data of 1,133 individuals from Generation Z in Vietnam.FindingsFirst, the findings indicated that: perceived argument quality, perceived authenticity, and perceived altruistic motives have a significant positive effect on brand attitude and brand trust. In addition, perceived self-interest motives have a significant positive effect on brand attitude. Brand trust has a significant positive effect on brand attitude. Finally, brand attitude and brand trust have a significant positive effect on brand loyalty. The study's empirical analysis carries implications for brand managers when implementing brand activism campaigns.Originality/valueThere is a paucity of research that investigates customers' perceptions of brand activism through perceived argument quality, perceived authenticity, perceived altruistic motives, and perceived self-interest motives and the influences of these on brand loyalty. The main contribution of this study is to fill this gap. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

The effect of Generation Z's perceptions of brand activism on brand loyalty: evidence from Vietnam

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References (69)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-02-2022-0165
Publisher site
See Article on Publisher Site

Abstract

The study was conducted to investigate the impact of Generation Z's perceptions of brand activism on brand loyalty through the mediating role of brand attitude and brand trust.Design/methodology/approachThe study first reviewed previous research and developed hypotheses related to the research objectives. Structural equation modelling (SEM) was conducted to test the hypotheses with the survey data of 1,133 individuals from Generation Z in Vietnam.FindingsFirst, the findings indicated that: perceived argument quality, perceived authenticity, and perceived altruistic motives have a significant positive effect on brand attitude and brand trust. In addition, perceived self-interest motives have a significant positive effect on brand attitude. Brand trust has a significant positive effect on brand attitude. Finally, brand attitude and brand trust have a significant positive effect on brand loyalty. The study's empirical analysis carries implications for brand managers when implementing brand activism campaigns.Originality/valueThere is a paucity of research that investigates customers' perceptions of brand activism through perceived argument quality, perceived authenticity, perceived altruistic motives, and perceived self-interest motives and the influences of these on brand loyalty. The main contribution of this study is to fill this gap.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: May 26, 2023

Keywords: Brand activism; Brand loyalty; Brand trust; Brand attitude

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