Brands, Dare to Care! A Quantitative Study on How Brand's Sociopolitical Involvement Affects Consumers' Perceived Brand Authenticity
Purpose and aim - The increasingly turbulent environment is fostering the phenomenon of brands taking stance in sociopolitical hot topics. At the same time these societal changes are increase consumers’ demand for brand authenticity. The purpose of this paper is to test how brand’s sociopolitical involvement (SPI) effects consumer’s perceived brand authenticity. The study will furthermore take int