Brand activism for peace and consumer emotions

Eleni (Lenia)  Tsougkou; D.J.  Robertson

Abstract

Guided by the attribution-emotion-action framework, this work explores how different types of peace brand activism (PBA), defined as corporate engagement with socio-political conflicts to promote peace and end violence, shape consumer emotions, mediated by the motivations consumers attribute to PBA, and links these emotions to brand advocacy and purchase intentions. Using an experimental approach, the study enhances understanding of the emotional and behavioural impact of PBA and offers practical guidance for managers developing PBA strategies.

Original language	English
Publication status	Published - 7 Jul 2025
Event	Academy of Marketing Conference - University College Cork, Cork, Ireland Duration: 7 Jul 2025 → 10 Jul 2025

Conference

Conference	Academy of Marketing Conference
Country/Territory	Ireland
City	Cork
Period	7/07/25 → 10/07/25

Keywords

brand activism
consumer emotions
peace activism

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

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AB - Guided by the attribution-emotion-action framework, this work explores how different types of peace brand activism (PBA), defined as corporate engagement with socio-political conflicts to promote peace and end violence, shape consumer emotions, mediated by the motivations consumers attribute to PBA, and links these emotions to brand advocacy and purchase intentions. Using an experimental approach, the study enhances understanding of the emotional and behavioural impact of PBA and offers practical guidance for managers developing PBA strategies.

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KW - consumer emotions

KW - peace activism

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