Date of Award
2024
Degree Type
Dissertation
Degree Name
Doctor of Philosophy in Business Administration
Specialization
Marketing
Department
Business Administration
First Advisor
Lauren Labrecque
Abstract
Brand activism, in which a brand publicly takes a political or social justice stance, has gained momentum, positioning brands as agents of societal change. However, accusations of inauthentic brand activism or "woke washing" present a significant challenge. Understanding the basis for these accusations and their effects on consumer identity, particularly among stigmatized groups, requires further exploration. This dissertation aims to shed light on consumers' perspectives of inauthentic brand activism and proposes effective brand messaging strategies. The first manuscript explores consumer accusations of woke-washing using the Zaltman Metaphor Elicitation Technique (ZMET), uncovering emerging themes, and assessing the damage to identity within stigmatized communities. The second manuscript evaluates how perceived effort in a brand's recovery approach can influence consumer perceptions following woke washing allegations. A direct connection is established between perceived authentic brand communication and brand morality via serial mediation. Findings from a series of experiments suggest that consumer reactions to brand recovery efforts are more favorable when there is a higher sense of perceived effort, which can alleviate the repercussions of woke-washing. This research enhances our understanding of inauthentic brand activism, shedding light on brands' influential role in shaping consumer perspectives and the consequences of woke-washing. The insights provide valuable guidance for marketers in developing strategies to mitigate the adverse effects of woke-washing accusations.
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Peña, Priscilla Yamilet, "FROM WOKE-WASHING TO AUTHENTIC BRAND ACTIVISM: ESSAYS ON ITS IMPACT ON CONSUMER IDENTITY, BRAND MORALITY AND BRAND RESPONSES" (2024). Open Access Dissertations. Paper 1647.
https://digitalcommons.uri.edu/oa_diss/1647