Navigating brand activism: the role of brand betrayal and brand anthropomorphism in influencing consumer backlash

Publication Date

1-23-2026

Document Type

Article

Publication Title

Journal of Product and Brand Management

DOI

10.1108/JPBM-10-2024-5541

First Page

1

Last Page

13

Abstract

Purpose – Brand activism can elicit backlash among consumers with opposing political views. The purpose of this study is twofold: (1) to understand the mechanism underlying negative consumer responses to brand activism; and (2) to identify strategies for mitigating this potential outrage. Design/methodology/approach – Hypotheses were tested through two online experimental studies that used different stimuli and samples (MTurk, n = 161; University participant pool, n = 89). Findings – A mismatch between a brand’s political position and an individual’s political affiliation leads to more negative brand attitudes than a political match, an effect mediated by brand betrayal. This mediation process is moderated by brand anthropomorphism. In a political mismatch, high anthropomorphism intensifies feelings of betrayal, whereas low anthropomorphism mitigates them. This effect is asymmetric, as brand anthropomorphism does not influence consumer emotional reactions in a political match. Originality/value – This research introduces brand betrayal into the conceptual domain of brand activism and identifies brand anthropomorphism as an effective strategy for mitigating consumer backlash in a political mismatch.

Keywords

Anthropomorphism, Brand activism, Brand betrayal, Brand communication, Consumer brand congruence, Political branding

Department

Marketing and Business Analytics

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