Does fortune favor the brave? Brand bravery’s impact on green- and inclusive marketing
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Date
Authors
Maree, Tania
Wiese, Melanie
Journal Title
Journal ISSN
Volume Title
Publisher
Routledge
Abstract
The study provides new insights by investigating the influence of brand bravery on marketing communication effectiveness in two bravery contexts: environmental sustainability and inclusivity communications, in an emerging market, South Africa. Structural equation modeling tested the conceptual models based on 364 and 471 responses. Brand bravery significantly influenced brand- and advertisement attitudes in the sustainability context, but only advertisement attitudes in the inclusivity context. Interestingly, lower consumer-brand identification had a stronger moderation effect than higher values. This was true for the relationship between bravery and brand attitude for both contexts; yet, only for sustainability communication did the same occur for the relationship between bravery and advertisement attitude. The main contributions are insights into how consumers see a brand’s bravery from green marketing and inclusivity perspectives and the effectiveness of these communications from an understudied geographical viewpoint. It also highlights the moderating role of consumer-brand identification in the consumer-brand relational framework.
Description
DATA AVAILABILITY STATEMENT : The data that support the findings of this study are stored in an institutional repository.
Keywords
Brand bravery, Advertising effectiveness, Brand attitude, Consumer-brand identification, Attitude towards advertisement, Purchase intent, Sustainable development goals (SDGs), SDG-10: Reduced inequalities, SDG-12: Responsible consumption and production
Sustainable Development Goals
SDG-10:Reduces inequalities
SDG-12:Responsible consumption and production
SDG-12:Responsible consumption and production
Citation
Tania Maree & Melanie Wiese (26 Feb 2025): Does fortune favor the brave?
Brand bravery’s impact on green- and inclusive marketing, International Journal of Advertising, DOI: 10.1080/02650487.2025.2466337.22