The effect of Generation Z's perceptions of brand activism on brand loyalty: evidence from Vietnam

Abstract

Purpose: The study was conducted to investigate the impact of Generation Z's perceptions of brand activism on brand loyalty through the mediating role of brand attitude and brand trust. Design/methodology/approach: The study first reviewed previous research and developed hypotheses related to the research objectives. Structural equation modelling (SEM) was conducted to test the hypotheses with the survey data of 1,133 individuals from Generation Z in Vietnam. Findings: First, the findings indicated that: perceived argument quality, perceived authenticity, and perceived altruistic motives have a significant positive effect on brand attitude and brand trust. In addition, perceived self-interest motives have a significant positive effect on brand attitude. Brand trust has a significant positive effect on brand attitude. Finally, brand attitude and brand trust have a significant positive effect on brand loyalty. The study's empirical analysis carries implications for brand managers when implementing brand activism campaigns. Originality/value: There is a paucity of research that investigates customers' perceptions of brand activism through perceived argument quality, perceived authenticity, perceived altruistic motives, and perceived self-interest motives and the influences of these on brand loyalty. The main contribution of this study is to fill this gap.