Edinburgh Napier University

  This study is based on Vredenburg et al. (2020)’s typology of brand activism to propose that authentic brand activism can be directly and indirectly explain for consumer’s responses through emotional brand attachment and brand passion. Moreover, empathetic concern and consumer involvement in socio-political issues are proposed as moderators which each interacts with authentic brand activism on emotional brand attachment and brand passion, in turn explain for consumer’s level of brand advocacy, purchase intentions, and corporate reputation.