Investigating Brand Activism toward Brand Purchase Intention among Chinese Consumers: A Mediator of Brand Image

Abstract

Brand activism (BA) becomes important in marketing and advertising to attract consumers’ purchase intentions (PI). This article aims to test the impact of BA on PI, via a mediator of brand image (BI) among Chinese consumers. Through the online survey, 122 Chinese consumers were researched, and with data analysis in SPSS & SmartPLS4.0, it was found that BA has a significant and negative impact on BI and no significant impact on PI. Then, BI has a full mediation impact between brand activism and purchase intention. This article provides insight of brand activism to Chinese consumers’ purchase intention.