Effective messaging strategies to increase brand love for sociopolitical activist brands

As brands increasingly engage in activism, it is critical they communicate messages that their target audiences perceive as authentic to reinforce their consumer-brand relationships. This study investigates the effect of type of commitment (financial, non-financial, or rhetorical) and message framing (hope or frustration) on perceived brand authenticity and brand love. It additionally explores how these relationships vary depending on a brand's level of equity. Through one exploratory and five experimental studies the most effective type of messaging for high and low equity brands is identified. Whereas high equity brands should communicate a financial commitment to gain authenticity and love, low equity brands should emphasize a non-financial commitment. In general, brands must convey hope rather than frustration in their messages. However, brands should convey frustration when communicating a rhetorical commitment to a cause. This study contributes to the brand activism and brand equity literature and provides specific marketing strategy recommendations.