80. Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer‑brand identification

Silva, J., & Abreu, F. (2025). Authenticity or opportunism: consumers’ perception of brand activism practices and the mediating role of consumer-brand identification. Journal of Brand Management. https://doi.org/10.1057/s41262-025-00417-9This article examines how consumers’ perceptions of authenticity shape their reactions to brand activism, emphasizing the mediating role of consumer–brand identification (CBI). Using an experimental design with a fictional fashion brand (n = 372), the study contrasts authentic versus inauthentic activism by manipulating reliability, commitment, congruence, and benevolence. Results show a strong asymmetry: while authentic activism generates positive consumer responses, inauthentic activism triggers much stronger negative reactions, including lower identification, reduced purchase intentions, weaker willingness to pay a premium, and less favorable word-of-mouth. Perceived authenticity significantly enhances CBI, which partially mediates its effects on purchase intention and word-of-mouth. However, CBI does not mediate willingness to pay a premium, suggesting that identification alone cannot offset price sensitivity. Managerially, the findings highlight that authentic, consistent, and transparently communicated activism is essential, whereas perceived opportunism can seriously damage brand trust. Overall, consumers reward authenticity but punish inauthenticity far more intensely.