Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising

Eyada, Bassant

doi:10.5539/ijms.v12n4p30

Cited by 31 publications

(32 citation statements)

References 8 publications

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“…According to Mukherjee and Althuizen (2020), a public backlash might be desirable, as it makes the proponents of the cause notice the campaign and start supporting the brand. This might have been the effect that Nike’s Dream Crazy campaign created – despite receiving negative comments on social media, Nike’s sales and the stock price soared following the campaign (Eyada, 2020). As a possible explanation, the campaign and the following backlash created so much media coverage that similar visibility would have been impossible to reach otherwise.…”

Section: Discussionmentioning

confidence: 99%

Opposing brand activism: triggers and strategies of consumers’ antibrand actions

Pöyry

Laaksonen

2022

EJM

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Purpose In brand activism, a brand promotes contested sociopolitical causes to highlight its values. Brand activism also alienates those consumers who disagree with the cause, who might, consequently, target the brand with critical, negative or even aggressive actions. This paper aims to study the triggers and strategies of consumers’ antibrand actions given in response to brand activism. Design/methodology/approach Qualitative content analysis and multiple correspondence analysis were used to study consumer responses directed at a chocolate brand’s campaign that advocated civilized online conversions and opposed hate speech, a politically heated topic. In total, 1,615 messages were collected from social media platforms. Findings Field infringement, political accusations and questioned impact of the campaign triggered consumers to turn against the campaign. Strategies to undermine it included boycotting, discrediting the brand and trapping. Trapping – creatively using technological affordances to create harm to the brand – was typically triggered by political associations. Research limitations/implications Findings relate to the critical responses regarding one campaign only. Practical implications By understanding the political discussion around the chosen cause, including the opponents’ typical triggers and strategies, brand activism can more credibly advocate for contested social causes and communicate brand values. Originality/value Political antibrand actions are distinct from the previously identified functional and ethical antibrand actions, and they are noninstrumental by nature. Practices that are native to social media are central to political antibrand actions, and social media platforms contribute to how such disappointment is articulated and acted upon.

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Section: Discussionmentioning

confidence: 99%

Opposing brand activism: triggers and strategies of consumers’ antibrand actions

Pöyry

Laaksonen

2022

EJM

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“…The success of Nike can not be separated from its efforts made to advertise and market itself to the world. The company has establish a close relationship with consumers intellectually and emotionally to encourage them to trust the brand (Eyada, 2020). Moreover, Nike try to use social media and special marketing campaigns to reach new audience and interact with them more directly.…”

Section: Superior Marketing Capabilitiesmentioning

confidence: 99%

The brand analysis of Nike based on its emotional branding and marketing strategies

Wu¹

2022

BCPBM

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Nowadays, Nike has become one of the most socially-conscious brands around the world because of its effective branding and marketing strategies. Therefore, it is worthwhile to understand the brand development of Nike and explore how Nike's branding and marketing strategies put it into a favorable position in the competitive market. This paper was committed to a brand analysis of Nike taking its main product—shoes as the example. The brand value proposition of Nike is to provide accessible, fashionable, innovative, and high-performance shoes for its customers in every sport. Customer-focused emotional branding and marketing have made Nike establish a strong emotional resonance for its audience and thereby developed a prominent brand cognitive. Additionally, although traditional marketing channels have still played an important role in brand publicity, digital marketing has functioned as a booster to help Nike develop new markets and enhance customer loyalty to the brand. Nevertheless, in order to obtain greater success in the high-performance athletic-product market, Nike needs to overcome huge internal and external challenges, such as inadequate product competitiveness, the impact of Covid-19 pandemic, and global economic uncertainty. In this paper, some practical suggestions were provided for the management to improve product competitiveness and strengthen the two-way interaction between the brand and its customers.

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“…Images were posted showing customers destroying Nike products. However despite a perceived negative response, financial analysts at Bloomberg reported that ten days after the campaign launch, Nike reached its all-time high on the stock market and increased value by $6bn (Eyada, 2020).…”

Section: Introductionmentioning

confidence: 99%

Social action advertising: motivators and detractors in cause-oriented behaviors

Mueller

2023

JSOCM

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Purpose It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good. Design/methodology/approach Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020. Findings Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad. Research limitations/implications This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience. Originality/value This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).

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Brand Activism, the Relation and Impact on Consumer Perception: A Case Study on Nike Advertising

Cited by 31 publications

References 8 publications

Opposing brand activism: triggers and strategies of consumers’ antibrand actions

Opposing brand activism: triggers and strategies of consumers’ antibrand actions

The brand analysis of Nike based on its emotional branding and marketing strategies

Social action advertising: motivators and detractors in cause-oriented behaviors

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