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<p>Limited research has explored the complex dynamics underlying consumer evaluations of brand activism across diverse socio-political contexts. This study addresses this gap by examining three real-world cases, each involving a different brand and issue context—Nike (racial justice), Dick’s Sporting Goods (gun control), and Patagonia (environmental conservation). Extending source credibility theory to the context of brand activism, the study conceptualizes perceived value orientation (morality credibility cue), brand-issue alignment (domain credibility cue), and consumer-issue alignment (identity credibility cue) as a triad of credibility signals that influence consumer judgement of brand activism, particularity in relation to perceived hypocrisy and brand trust. Using data from a U.S.-based online survey (<i>n</i> = 594), the study finds that these cues influence trust directly and indirectly through perceptions of hypocrisy. Notably, each cue operates differently across activism cases: domain credibility is most salient for Patagonia, moral credibility for Nike, and identity credibility for Dick’s. Further exploratory analyses suggest that consumer sensitivity to these cues is not uniform, highlighting the importance of both contextual and individual characteristics in shaping brand activism outcomes. Theoretical and practical implications are discussed.</p>

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Walk the talk: role of credibility cues in consumer evaluation of brand activism across diverse socio-political contexts

  • 期刊论文

  • 发表日期：

    2026年4月6日

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  • Sang-Eun Byun,
  • Manveer Mann

摘要

Limited research has explored the complex dynamics underlying consumer evaluations of brand activism across diverse socio-political contexts. This study addresses this gap by examining three real-world cases, each involving a different brand and issue context—Nike (racial justice), Dick’s Sporting Goods (gun control), and Patagonia (environmental conservation). Extending source credibility theory to the context of brand activism, the study conceptualizes perceived value orientation (morality credibility cue), brand-issue alignment (domain credibility cue), and consumer-issue alignment (identity credibility cue) as a triad of credibility signals that influence consumer judgement of brand activism, particularity in relation to perceived hypocrisy and brand trust. Using data from a U.S.-based online survey (n = 594), the study finds that these cues influence trust directly and indirectly through perceptions of hypocrisy. Notably, each cue operates differently across activism cases: domain credibility is most salient for Patagonia, moral credibility for Nike, and identity credibility for Dick’s. Further exploratory analyses suggest that consumer sensitivity to these cues is not uniform, highlighting the importance of both contextual and individual characteristics in shaping brand activism outcomes. Theoretical and practical implications are discussed.